Melissa Micu

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Canadian orthoodontists were able to sell braces and other orthodental procedures by promising patients better lives with better teeth. (Shutterstock)

How did orthodontists sell orthodontics?

Catherine Carstairs, University of Guelph and Melissa Micu, Concordia University

Why do Canadians have such straight white teeth? The story is in the marketing of orthodontics in Canada.

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