Advertising is viewing culture through spreadsheets

It seems that barely a week goes by now without another tonally misjudged commercial that's getting more attention for its off-beam subject matter than the product it's trying to sell.
Following the Pepsi commercial a few weeks ago, we now have McDonald's and the question over whether it is exploiting child bereavement.
Playing on emotions is not new in advertising - in fact, it's the only real way to affect a behaviour change or start a conversation. Emotional techniques from making someone cry