"an eye-opening exposé..." - POV Magazine
Advertising is inescapable. It covers public spaces, punctuates the airwaves and fills our personal screens with a sole purpose: to influence our behaviour. It has evolved and adapted to each technological wave, from print to TV and the Internet, selling everything from shampoo to politicians. You’re Soaking in It deconstructs advertising’s pervasive presence in our daily lives with a look at the development towards Big Data, high technology and targeted surveillance. Director Scott Harper reveals the industry’s ability to monitor your online browsing, compiling reams of personal data and using every mouse click to add to your consumer profiles and begs the question what happens when companies know you better than you know yourself?