SSW106: Seniors and Poverty

Seniors in Poverty - QP Nov 25, 2010

Lift every senior out of poverty: MP Jinny Sims

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If you want CPP to rescue the middle class, the PEI plan is worth a look

Milligan, K. (2013). MacLeans. 

PEI Finance Minister Wes Sheridan recently launched a new proposal to change the Canada Pension Plan (CPP) in advance of December’s meeting of finance ministers. The CPP is a key pillar of Canada’s retirement income system, with a mandate to help Canadians replace a share of their labour market earnings after the end of their working lives. It is also a very large part of our public finances — it will pay out about $38 billion in benefits in 2013-14, and has over $180 billion saved up in its investment fund. 

Calls for CPP reform have sprouted because of a concern that many middle and higher income Canadians aren’t saving enough to fund an adequate retirement. So, how does the Sheridan plan address this concern? And is it the right approach?

First, let’s take a look at how CPP works. There are two moving parts of the CPP formula that are up for debate. The first is the earnings cap. The CPP covers earnings up to a cap set around the median — $51,100 for 2013. This cap is used to calculate both CPP contributions (currently 4.95 per cent each for the employer and the employee on earnings up to the cap) and benefits for those who are retiring. 

The second moving part is the replacement rate. The replacement rate determines how much of your earnings are transformed into retirement benefits. The current replacement rate is 25 per cent. In other words, if the average earnings during your lifetime were $40,000, your annual CPP benefit would be around $10,000. (The calculation is a bit more complex than that; I’m simplifying things somewhat here.) There are several different proposals for the CPP out there, and each involves playing around with earnings cap and the replacement rate.

The crucial question on CPP reform, then, is: How much should we, through government, worry about the retirement incomes of middle and higher earners? The answer to this question largely determines which path CPP reform ought to take. The clear fact, though, is that middle and higher earners without access to a pension from their workplace are at strong risk of reaching retirement with inadequate income set aside. Should we let those under-savers live with the consequences of their undersaving, or does it makes more sense to rescue them by forcing them to save through the CPP? This is as much a matter of personal values about the role of government, and the psychology of savings behaviour as it is about economics. Still, no matter where you come down on these issues, only two policy paths make sense.

For those who don’t think government ought to do more for those who have the means to save but don’t, the clear option for CPP is to do nothing. Better no reform than a perverse one that hurts lower earners more than it helps.

Regardless of what form the CPP takes, the debate is interesting for another important reason. Stephen Gordon has pointed out here on Econowatch that many tax policy discussions of late have involved hiking taxes that are perceived to be paid by someone else (the rich; corporations). Deciding to tax someone else is easy. In contrast, for the CPP any extra benefits in retirement will be paid by taxes on anyone who is of working age — unless you’re retired or still a student, that means you, not someone else. In order to move forward with CPP reform, Canadians will have to become convinced that they are getting a good deal from the extra taxes paid into the CPP. This is a hard political sell, and one we don’t hear much, if at all. But it is the argument that those who want bigger government, either through the CPP or in other spheres, will ultimately have to make.

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Global AgeWatch Ranking Tables by Country

1. Sweden

2. Norway

3. Germany

4. Netherlands

5. Canada

6. Switzerland

7. New Zealand

8. U.S.A.

9. Iceland

10. Japan

Sweden Tops List as Best Place for Seniors

Duff, A. (2013). University of Southampton. Futurity. 

A global “age index” reports that in terms of well-being and quality of life, Sweden is the best place for older people to live and Afghanistan is the worst.

The Global AgeWatch Index 2013, completed by Professor Asghar Zaidi from the Center for Research on Aging at the University of Southampton and HelpAge International, with the support of the United Nations Fund for Population, compares the experiences of older people from 91 countries and ranks them in order of quality of experience.

The Index recognizes that income, health, personal capabilities, and an enabling social environment are all important aspects of the well-being of older citizens. By analyzing national policies and strategies, the chief findings include:

• Sweden is the best place for older people, closely followed by Norway. Japan is the only non-European and non-North American country in the top 10.
• The UK is ranked at 13, next to Ireland (12) and Australia (14) but five positions higher than France (18).
• The United States is ranked 8.
• Mauritius is the top African country.
• Chile leads a cluster of Latin American countries that includes Uruguay, Argentina, Brazil, Costa Rica, Ecuador and Panama.
• Afghanistan is the worst place for older people, followed by Pakistan, Tanzania, and Jordan.

The Index focuses on older people’s income security, health status, employment, and education capabilities and the enabling environment of societies in which they live. It builds a strong case for better policies and services to improve their lives in many countries—especially in developing countries.

2 BILLION OLDER PEOPLE BY 2050

By 2050 the number of older people in the world will reach more than two billion. The Index emphasizes that such “stock taking” work is absolutely essential in developing new ways to tackle the global challenge of an aging population and to empower older people to hold their leaders responsible.

“The world is rapidly aging: people over 60 years of age already exceed children under 5, and by 2050 they will outnumber children under 15,” says Silvia Stefanoni, Interim Chief Executive of HelpAge International.”However, the continual exclusion of aging from national and global agendas is one of the biggest obstacles to meeting the needs of the world’s aging population.

“By giving us a better understanding of the quality of life of women and men as they age, this new Index can help us focus our attention on where things are going well and where we have to make improvements.”

“We expect the Index to become an important research and analysis framework for practitioners and policy-makers alike, as it will facilitate cross-national comparative research on the quality of life and well-being of older people, and help identify data and knowledge gaps on issues of aging,” Zaidi says.

SSW106: Regional Poverty

If the BC Government were a basketball player...

This is what inequality looks like in BC

https://www.youtube.com/watch?v=3vTxmi_i-vE

BC's Hardest Working

The Cost of Poverty in BC
CCPA, SPARC, (2011). 

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'Virtually impossible' to reach B.C. income assistance office: advocate

Lavoie, J. (2013). Times Colonist.

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Michael Prince - The Growing Income Gap and Polarization

https://www.youtube.com/watch?v=aUW8cFRwXG4&list=PL3948D1A684C65A3D

Judy Graves on why welfare matters to everyone

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View: Inequality hurts BC's Economy and Democracy

Peters, J. (2013). The Hook. 

As in the United States, so too in Canada we have become a divided society. Today, the richest 10 per cent of Canadians and British Columbians now account for 40 per cent of all market income and own over half of the entire wealth. Over the past 30-plus years, the wealthiest one-tenth of one per cent has seen their average incomes rise by more than 300 per cent to roughly $1.4 million.

By contrast, middle-class incomes have stagnated. In B.C., the median income of working families (adjusted for inflation) actually fell by $1,569 to $52,278. As for B.C.'s working poor? The situation is even worse. The poorest of working families realized a mere $9,300 after taxes in 1990. Twenty years later, their after-tax incomes have dropped to $7,800. But they were hardly alone in trying to make ends meet.

By 2010, 1.2 million workers in B.C. earned less than $30,000 a year. A figure that, if looked at comparatively in terms of the proportion of the labour force in low-wage work, puts B.C. along with Canada among the worst in the rich industrialized world.

Unsurprisingly such inequality brings huge economic problems. Once so much income goes to the top, and the majority of British Columbia families do not have enough money to keep economic demand going, more and more have to go into debt.

Money has given banks and multinational corporations a disproportionate amount of influence in everything from lobbying and campaign contributions to consultants writing policy and bankers running government departments. This, Hacker and Pierson claim, has led to the public policies that have allowed the economy to grow in ways that benefit those at the top, and resulted in a "winner-take-all" political system more comparable to "one dollar equals one vote" instead of "one person, one vote" that their country was founded on.

The same seems increasingly true in British Columbia as across Canada today. In provinces like B.C., Ontario, and Alberta, more than 40 per cent of all political party revenue comes from business contributions. Add in the donations by individual CEOs, and corporate giving tops 50 per cent. Today, annual business donations to the Liberal Party in B.C. are the highest in Canada, averaging over $6 million a year.

At the same time, the numbers of corporate lobbyists at the federal and provincial levels have more than tripled over the last decade (though there are no hard numbers in B.C. where the legislation does not require businesses and consultants to register). Nor does anyone bat an eye when politicians and public officials leave office to sit on corporate boards, business consultants like KPMG and PWC write public policy, or businesses run provincial ad campaigns promoting policy reforms, like undoing employment standards that now allow employers to get out of paying wages and avoid paying fines for health and safety violations.

In almost all democracies, such developments are occurring. But in Canada, they've begun to gallop along. In the wake of the financial crisis of 2008, Canada's banks were offered $114 billion -- more in one year than has ever been spent on public child care -- despite the fact that Canada's biggest banks earned profits of more than $27 billion from 2008-2010.

Economies are not zero-sum games. They work best when everyone benefits and government does its job in keeping powerful economic interests in check. Start with fixing inequality and not only will B.C.'s economy improve, but so will its democracy. 

SSW106: Food Security

“Food sovereignty begins with seeds,” says Gregorio Ajcot. The Indigenous Guatemalan permaculture activist.

Read Jackie McVicar's article, Seeds Are Life, the latest in a Halifax Media Co-op series about food security, sustainable farming, fair trade and co-operatives in the Maritimes.

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Meal Exchange - An Introduction to Food Security

Hellmanns - Eat Local Commercial

Food Secure Canada: Brief Overview of the Canadian Food Movement

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"Food insecurity indicates deprivation in terms of a basic human need: access to nutritious food in sufficient quantities and of sufficient quality to maintain good health. The 3.9 million Canadians affected in 2011 are vulnerable to the physical and emotional hardships that characterize the experience of food insecurity and the associated compromises to health and well-being" (pg.3).

Household Food Insecurity in Canada, 2011

Tarasuk, V, Mitchell, A, Dachner, N. Research to identify policy options to reduce food insecurity (PROOF). (2013). Household food insecurity in Canada 2011. Retrieved from 

http://nutritionalsciences.lamp.utoronto.ca/. 

• In 2011, 1.6 million Canadian households, or slightly more than 12%, experienced some level of food insecurity. 
• This amounts to nearly one in eight households, and 3.9 million individuals in Canada, including 1.1 million children. 
• There were 450,000 more Canadians living in households affected by food insecurity in 2011 than in 2008.
• Households with children under the age of 18 were more likely to be food insecure than households without children (16% versus 11%). Food insecure households include over 1.1 million children, or 17% of all children under the age of 18. 
• Household food insecurity affected one in every six children in Canada in 2011. 
• Nunavut, Prince Edward Island and New Brunswick had the highest prevalence of children living in food insecure households at 57%, 27% and 25% respectively. 
• Two-thirds of households whose major source of income was social assistance were food insecure, as were 37% of those reliant on Employment Insurance or Workers’ Compensation. 
• Other household characteristics associated with a higher likelihood of food insecurity included being a female lone parent (35% were food insecure), having an income below the Low Income Measure (33%), being Aboriginal (27%), and renting rather than owning one’s home (25%).

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Food insecurity a 'serious' social issue, report finds

By Clare Clancy, The Canadian Press July 31, 2013.

The study said 3.9 million Canadians were affected and the 330,000 households that were "severely food insecure" were worried they would run out of food before being able to afford more.

At a national level the number of people facing food insecurity is rising, she said, with 450,000 more Canadians affected in 2011 compared with 2008.

Household food insecurity by province: Nunavut: 36.4 per cent Nova Scotia: 17.1 per cent Yukon: 16.8 per cent New Brunswick: 16.5 per cent Prince Edward Island: 15.4 per cent Northwest Territories: 15.2 per cent Quebec: 12.5 per cent Manitoba: 12.4 per cent Alberta: 12.3 per cent Ontario: 11.9 per cent Saskatchewan: 11.8 per cent. British Columbia: 11 per cent Newfoundland and Labrador: 10.6 per cent.

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The Hunger Game
Food banks may compound the very problems they should be solving
Saul, N. (2013). The Walrus. 

SSW106: Social Status and Structural Conditions of Poverty

Poverty in Canada from Poor No More

Canadians and Welfare--Permanent Poverty?: from Poor No More

http://www.youtube.com/watch?v=u0yTVclbOQw&list=UUfnUmbmo7jHDO0O5XgRJRNw&index=6

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The Problem with Business Reporting: Coverage of so-called EI 'reform' replete with attacks on seasonal workers, misinformation about EI. 

Fillmore, N. (2013). Straight Goods. 

EI benefits are not a government expense because the $300 million involved is not government money. The EI system is funded by contributions from employers and employees. The government has not contributed to the fund since 1990.

Second, it is inaccurate, and harmful to the people of the Atlantic region, to say that “much” of the overpayment went to cheaters. As Canadian Labour Congress economist Angella MacEwen told me in an e-mail interview, “It is mostly automation induced error, according to the Service Canada backroom staff that I spoke to…They say that increased reliance on automation has led to an increase in errors calculating benefit levels and duration. Because of staff cutbacks, most of these errors are only caught when integrity checks are done against tax information from the business/individual.”

... past governments dipped into the EI account to the tune of $57 billion — money which workers and employers paid into what they believed was a bona fide insurance plan. Instead, the money was put it into general government revenues to help pay down the debt and support other government programs.  As of March 2012 – after much government fiddling – the EI account had a deficit of $7.9 billion.

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The Fog Finally Clears: The job and services impact of federal austerity

New information on federal job and service cuts

MacDonald, D. (2013).

After four austerity budgets and lots of hide and seek, there are finally some answers about what services federal departments are going to cut. CCPA’s Senior Economist David Macdonald has examined over 180 departmental Reports on Plans and Priorities in order to estimate employment cuts down to the program level and determine where federal spending cuts hit the hardest.

He finds that cuts have disproportionately focused on service delivery, and that the total number of federal public service jobs cut over the entire austerity period (March 2012 to March 2016) will be 28,700—with Human Resources and Skills Development Canada experiencing the largest loss of positions. By 2016, the total number of people working for the federal government will have fallen by 8%, almost double the 4.8% figure reported in Budget 2012.

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Videos: 

Dr. Neil Brooks on the influence of the wealthy -- from "Poor No More"

http://www.youtube.com/watch?v=k_HWftZlnII&list=UUfnUmbmo7jHDO0O5XgRJRNw

Dr. Neil Brooks on Tax Evasion from "Poor No More"

http://www.youtube.com/watch?v=jKdBAKgzkZo&list=UUfnUmbmo7jHDO0O5XgRJRNw

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Corporate Profits Canada: Stats Can Reports 1.2% Decline

HuffPost Canada, (2013).

OTTAWA - Statistics Canada says corporations earned $74 billion in operating profits in the first quarter, down 1.2 per cent from the previous quarter.

It says this comes after a 1.4 per cent increase in the fourth quarter of 2012.

Operating profits decreased in 14 of 22 industries, led by insurance carriers and related activities, whose profits were down 16 per cent to $3.9 billion.

Securities, commodity contracts and other financial investments fell 4.2 per cent to $5.5 billion.

In the non-financial sector, first quarter operating profits rose 0.3 per cent to $53.6 billion, following a 0.9 per cent increase in the previous quarter.

Retail trade profits increased 1.7 per cent to $4.1 billion while profits for manufacturing industries declined 1.0 per cent to $12.1 billion and wholesale trade profits fell 3.0 per cent to $5.7 billion.

Offshore Tax Haven Prosecution Pitifully Low As Sheltered Money Spikes: Reports

Only 44 Canadians have been convicted of offences related to offshore tax havens since the Harper government came to power — a period during which the amount of Canadian money held in the largest offshore havens is estimated to have doubled.

According to documents from the Canada Revenue Agency (CRA), tabled in parliament Thursday, 44 taxpayers were convicted of crimes related to offshore accounts between April 1, 2006, and March 31, 2012.

“This involved $7.7 million in federal tax evaded and the court sentences totaled $6.8 million in fines and 337 months in jail,” stated the CRA document, which was posted to the web by CBC’s Kady O’Malley. The agency had put together the report at the request of opposition members of Parliament.

The CRA report comes as Canadians for Tax Fairness (CTF) released a new report estimating that the amount of money held by Canadians in the world’s 12 largest tax havens has reached $170 billion.

“That is $109 billion hidden away, untaxed, while the rest of us pay our share on every cent we earn,” CTF executive director Dennis Howlett said in a statement.

Tax evasion jumped into the spotlight as an issue last month when an international consortium of journalists released leaked data on tens of thousands of offshore accounts, including, reportedly, those of 450 Canadians.

Liberal Senator Percy Downe has been pushing the CRA to begin estimating Canada's "tax gap" — the amount of money government would be collecting in revenue if offshore havens didn't exist. Though many countries estimate this number, the CRA has so far refused to do so.

“Revenue Minister Gail Shea has said that she is ‘considering the ... request, and will respond in due course’.

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FEDERAL CUTS FOCUSED ON FRONTLINE JOBS: Almost 29,000 jobs gone by 2016. 

Canadian Centre for Policy Alternatives. 

OUTSOURCING: THE BUSINESS IN CANADA AND BEYOND

"If it can be digitized, it can be sent anywhere in the world." 

CBC, (2013). 

Video: Study Reveals Secret Bailouts to Canadian Banks

http://www.youtube.com/watch?feature=player_embedded&v=9K_N0uOXkQA

Rising inequality in Canada demands attention

Fixing Income Inequality in Canada

Miller, D. R. (2013). HuffingtonPost. 

Why Income Inequality Matters

Why should we care about income equality? Many see it as a fairness and social justice issue, and there's merit to this. Income inequality is directly correlated to higher levels of child poverty, poor health, and shorter lifespans. But there are other concerns that go beyond social justice and strike at the heart of both democracy and greater long-term economic health.

One of the key concerns is that income inequality undermines the democratic process that our country was founded on. As the middle class shrinks and more people fall to subsistence living levels, they spend more time on their own survival and far less time participating in any form of democratic debate. They "disengage" from the democratic process -- and leave the decision making to others, without any direct input.

First, we need to re-think the "lowest possible cost" globalization mantra. International trade is here to stay and can yield many benefits, both in Canada and abroad. But the emphasis should be less on "free trade" and more on "fair trade."

Second, we need to strengthen the rights of trade unions to organize in the new digital economy. The power balance has swung too far -- and we need to better empower trade unions in their fight to bargain for fairer wages. For those not in a trade union, we need to raise the minimum wage to reduce the incidence of subsistence living.

Third, we need to examine how we can use public policy for all projects at all levels of government to advance the economic prospects for those least well off. 

Video: Treating poverty works like medicine,doctors say - Financial support can pay off with better health

CBC, (2013). 

The Canadian Medical Association is asking people across the country how poverty affects their health as part of its national dialogue tour. The group said that social and economic factors determine 50 per cent of health outcomes.

"Treating people at low income with a higher income will have at least as big an impact on their health as any other drugs that I could prescribe them," Bloch said.

"I do see poverty as a disease," Bloch said.

In his practice, prescribing income could mean assessing whether a patient's illnesses might qualify for provincial or federal disability supports and employment insurance. He helps fill in applications and connects patients with programs such as basic financial planning.

"I absolutely see the improvement in my patients' health," Bloch said. "For patients that we do manage to get on income supports, their lives often really turn around."

Increasingly, physician groups are recognizing poverty as a disease, not simply from lifestyle factors such as smoking, but also from the toll the stress of being poor can take on the body.

Children bear 'toxic stress'

For children in particular, the strong and frequent bombardment of "toxic stress" from living in substandard housing with adults who are also stressed can set the stage for lifelong damage, doctors say.

Such high stress stunts healthy development by "disrupting developing brain architecture," the American Academy of Pediatrics said in a technical report last year.

"Toxic stress can lead to potentially permanent changes in learning, behaviour and physiology," the U.S. group concluded.

Statistics Canada has reported that growing up in poverty is associated with increased rates of death and illness including diabetes, mental illness, stroke, cardiovascular disease, gastrointestinal disease, central nervous system disease and injuries.

"We do know that our child poverty rates are an embarrassment," Dr. Richard Stanwick, president of the Canadian Pediatric Society, said from Victoria. "Do we want … a society where a certain group is permanently disadvantaged? Unfortunately, that's what poverty does."

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Nine in Ten Canadians Support Taxing the Rich “More” (88%) and a Potential ‘Millionaire’s Tax’ (89%); Average Canadian Defines ‘Rich’ As $195,000 Annual Household Income 

Nine in ten (88%) Canadians ‘support’ (48% strongly/40% somewhat) the following 

resolution, to be the subject of the upcoming Munk Debate on May 30th: the rich should pay 

more taxes. Just one in ten (12%) Canadians ‘oppose’ (3% strongly/8% somewhat) this 

resolution. 

 British Columbians (93%) are most supportive of the rich paying more taxes, compared to 

Albertans (82%) who are least supportive. 

 As household income increases, support for making the rich pay more taxes decreases. 

Canadians making a household income of less than $40,000 annually (93%) are most 

supportive while those on the other end of the income spectrum, making $100,000+ annually, 

are least supportive (72%) – yet still a majority supports the initiative. 

 Canadians seniors (91%, aged 55+) are most supportive of the idea of taxing the rich more, 

compare

SSW106: Defining & Examining Poverty in Canada

What's That? The Cycle Of Poverty

Social Determinants of Health: The Canadian Facts 

Poverty does bad things to your brain

Futurity, (2013). 

A new study suggests that being poor may keep some people from concentrating on ways that would lead them out of poverty. Cognitive function is diminished by the constant and all-consuming effort of coping with the immediate effects of having little money, such as scrounging to pay bills and cut costs.

So a person is left with fewer “mental resources” to focus on complicated, indirectly related matters such as education, job training, and time management.

A series of experiments show that pressing financial concerns have an immediate impact on the ability of low-income individuals to perform on common cognitive and logic tests. On average, a person preoccupied with money problems exhibited a drop in cognitive function similar to a 13-point dip in IQ, or the loss of an entire night’s sleep.

COSTLY MISTAKES

The fallout of neglecting other areas of life may loom larger for a person just scraping by, Shafir says. Late fees tacked on to a forgotten rent payment, a job lost because of poor time-management—these make a tight money situation worse. And as people get poorer, they tend to make difficult and often costly decisions that further perpetuate their hardship.

“They can make the same mistakes, but the outcomes of errors are more dear,” Shafir says. “So, if you live in poverty, you’re more error prone and errors cost you more dearly—it’s hard to find a way out.”

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 A number is never just a number 

Hennessy, J. (2011). A number is never just a number. Hennessy Index.

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Video: Canada falling behind on poverty, inequality, say report.

Conference Board report card gives Canada a B, ranked 7th out of 17 developed countries.

CBC, (2013). (5:43). 

Canada's Middle Class Falling Behind Everyone Else, Report To Flaherty Finds

Tencer, D. (2013). Huffington Post Canada: Mind the Gap.

If you’re wealthy in Canada, things have been good for you in recent decades. And if you’re poor, you’ve likely seen some wage gains and increased support from the government in the form of tax decreases.

But if you’re in the middle, you’ve likely been getting nowhere — or, at best, getting somewhere thanks to ever-larger debt loads.

According to the Finance Ministry report, Canada’s middle earners saw income grow a measly seven per cent between 1976 and 2010, when adjusted for inflation. That’s just 0.2 per cent per year.

Meanwhile, the top one-fifth of earners saw their incomes grow 38 per cent during that period, adjusted for inflation. For the country as a whole, the overall rate was 18 per cent.

The median wage in Canada (the wage right in the middle of all wages) fell six per cent during the same period, suggesting a larger proportion of Canada’s workers are in low-wage jobs.

“Middle-class families have not received significant hourly wage increases. This is true in absolute [terms] and relative to other income groups,” the Post quoted the presentation as saying.

The numbers more or less square up with other research. In a report released earlier this year, TD Bank found that low- and middle-wage jobs are shrinking as a portion of the economy, as job growth concentrates more and more in the high-wage category.

This “hollowing out” of middle class jobs is different from the phenomenon seen in the U.S., where job growth has been stronger at both the top end of the labour market and at the bottom end, while middle-wage jobs suffer. But in Canada, both middle- and low-wage jobs are shrinking (relatively), while only high-end jobs are growing as a share of the economy.

SSW105: Selected Theories

Cattell’s16 Factor Personality Test

Aaron Beck: Cognitive Therapy

Cognitive Behavioural Therapy (CBT) Techniques

A Guide to Cognitive Behavioural Therapy (CBT)

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Cognitive Behavioral Therapy Techniques That Work

Mix and match Cognitive Behavioral Therapy techniques to fit your preferences.

Boyes, A. (2012). Psychology Today. 

1. Behavioral Experiments
2. Thought Records
3. Pleasant Activity Scheduling
4. Situation Exposure Hierarchies
5. Imagery Based Exposure

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Review: 50 Common Cognitive Distortions.

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The Satisfaction with Life Scale

UnderstandingScores on the Satisfaction with Life Scale

SSW105: Social Psychology

Robert Cialdini Explains Social Psychology

AP Psych Review Psychologists in Abnormal, Treatment, and Social Psychology Units

The 3 Pillars of Persuasion

https://www.youtube.com/watch?v=aEZWKkv48MY

Science of Persuasion

Advertising - What psychological tricks do they use?