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Recently while stumbling through Youtube as I normally do on a lazy day I came across a new commercial for the restaurant chain Chiptole that made me do a double take.  The commercial, garnering a few million views within the first week of it’s release, brings us to a world much like our own where consumers happily enjoy their meals in blissful ignorance of how the food was brought to their plates.  The commercial does an incredible job of highlighting the growing ethical issue of how the big agricultural firms that control the supply for large brand restaurants chains are engaging in many practices that the general public are beginning to rally against, such as the poor treatment of livestock and the use of many GMOs (genetically modified organisms) in our everyday food.  I for one found the commercial to be amazingly powerful and the message truly resounded deeply within me, yet it got me thinking, can a restaurant chain on as large a scale as Chipotle truly follow the values it preaches to the extent which the commercial would let you believe?  In reality Chipotle actually uses a fair amount of GMO’s in many of their signature meals, but overall they’re actually very good.  So what’s the problem you might ask.  The problem in my opinion is that with advertisement this powerful the message can be too linear, Chipotle comes across a small patch of righteousness in an otherwise corrupted world when infact they aren’t immune to the practices they condemn.  It simply means that we as consumers need to be aware of the psychological power effective marketing holds and not allow it to cloud our purchasing judgement as firms would like without proper information.