The work “Sculptors of Reality: The Structural Role of Advertising Agencies in the Disinformation Ecosystem” takes a deep look at the power of advertising in shaping public discourse. Drawing on more than 15 years of industry experience, the author offers a critical perspective on the dual nature of advertising: its potential to educate, inspire, and drive positive change, but also its ability to distort reality and reinforce misleading narratives.
Historically, advertising has proven that it can transcend the mere promotion of products and become a true agent of cultural and social transformation. Campaigns such as Dove Real Beauty, Red Bull Stratos, or local initiatives in Paraguay during the pandemic illustrate how creative communication can mobilize emotions, raise awareness, and build community.
Yet the very same creativity can be used in less constructive ways. The article warns that advertising also has the power to manipulate, sow doubt, and shape perceptions. Disinformation does not always take the form of blatant “fake news”; often it comes down to what is said, what is left unsaid, how it is framed, who it is aimed at, and how many times it is repeated. In sensitive areas such as education, the environment, or human rights, these nuances can heavily influence public opinion and entire debates.
The study pays particular attention to the Paraguayan context, where weak regulation, high media concentration, and widespread reliance on social media (83% of the population) create fertile ground for disinformation. During the 2023 elections, for instance, hundreds of sponsored pieces containing manipulated or false content circulated widely, many produced with professional advertising logic and aesthetics. Similar tactics were also seen in social debates, such as the controversy surrounding the National Education Transformation Plan, where fear-driven messaging played a central role.
The paper argues that advertising agencies act as “architects of reality.” They don’t need to lie outright: by shaping narratives, appealing to emotions, and reinforcing existing biases, they can install messages that feel trustworthy. Historical cases such as the tobacco industry, Purdue Pharma, and major oil companies illustrate how strategic communication has been used to minimize harm, conceal information, or mislead on a global scale.
Disinformation operates like a factory, following the same stages as any professional advertising campaign:
- Data extraction and emotional targeting: understanding public concerns and motivations.
- Narrative and aesthetic design: building compelling stories, often imitating journalistic styles and leveraging AI to create hyperrealistic content.
- Segmentation and distribution: targeting specific audiences with tailored messages.
- Amplification: through bots, fake accounts, or the emotional engagement of users themselves.
This process is amplified by the precision of digital advertising and algorithms that reinforce filter bubbles, creating echo chambers that deepen social polarization.
Against this backdrop, the author calls for ethical reflection and regulatory progress. Many disinformation campaigns operate in legal gray areas—not explicitly breaking the law, yet causing profound social damage. In Paraguay, the absence of specific rules for digital political advertising leaves room for opacity in funding and campaign direction.
The proposed path forward is outlined on three levels:
- The urgent: introduce minimum transparency rules for digital advertising, require platforms to allow independent audits, and establish clear regulations for political advertising.
- The possible: promote media and advertising literacy from an early age, strengthen ethical training in agencies, and create citizen observatories to monitor the communication landscape.
- The desirable: build a new advertising culture, where campaign success is measured not only by reach but also by ethical and social impact; where agencies feel empowered to reject briefs that promote disinformation; and where industry awards recognize commitments to the public good.
The paper argues that advertising, as a discipline that actively shapes realities, must be exercised with the highest responsibility. It is not only about communicating creatively, but about deciding which stories are told, for what purposes, and to whom. The final invitation is clear: to build communication that is more just, honest, and human, enabling stronger democratic coexistence and a shared future.
Writing: Guillermo Ramírez Lovera