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Still, guilt can be a powerful force for good. I don't think the opposite of guilt is compassion, the opposite to feeling guilty about a situation is to not feel guilty. Compassion is more to do with empathy and I think both can, and should, play their part. The adverts play on both compassion and guilt, if you ask me. Maybe more the latter, but highlighting the problems will still create empathy. Stick and carrot. Well, 2x4 and baby carrot.
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