Sentence:  Although the false glamour surrounding bourbon or other whisky commercials is possibly no more fatuous than the pseudo-sophistication with which TV soft-drinks are downed or toothpaste applied , there is a sad difference between enticing a viewer into sipping Oopsie-Cola and <WSD>gulling</WSD> him into downing bourbon . 
Meaning of the word marked with <WSD> tags:  make a fool or dupe of