In all of our discussions about addiction, which is undeniably a devastating problem worldwide, what gets insufficient attention is the role that advertising plays in grooming us all to become addicts - whether to substances or behaviors - by imbuing us with a set of impulses, values and beliefs that I call "addictude." From infancy onward, ads teach us to crave. They teach us that there is no difference between "want" and "need." They trick us into believing that brand loyalty equals identity. They teach us that not getting what we want, and not getting it fast, is torture. They teach us that instant gratification is a basic human right. Ads teach us that restraint is a bad thing and that patience is ridiculous. Ads make us gullible, reckless, ruthless, dependent. Like addicts.