from The Living Webster Encyclopedic Dictionary of the English Language:

catechism: a book containing a comprehensive summary of the principles of a religious creed, esp. maintained by a particular Church, in the form of questions and answers

catechize: to instruct orally by means of questions and answers, esp. in Christian doctrine

from Websters New World Thesaurus:

brainwash: indoctrinate, instill, CATECHIZE

.......

With that the definition of brainwashing would be - "to persuade completely, often through coercion."

Of course that what commercials and political ads, and those stop smoking ads, and so on are trying to do as well. Try to look at it through the eyes of a *religious person. They feel that the only way to avoid eternal damnation is to worship a god, and willing to try to save your soul whether you like it or not.

*Not all religious people are like that, of course.