Wednesday, September 06, 2006

Obesity's new epidemic

The obesity issue rises stridently into international headlines. There are now more overfed people than undernourished. So the powers that be want to tell fat people what not to eat. They want to swamp the media with anti fat food advertising on the assumption that obese people are plain stupid.
How are we going to put up with it? Advertising to counteract advertising?
This is all knee jerk stuff. Research on the obesity phenomenon is emerging with all sorts of answers - not all of them pointed at McDonalds and Coca Cola. One theory points to a virus. There may be other theories linked to food additives and chemicals. Research is scant.

Of course the comfort food/fast food indulgence definitely plays a role in weight gain, as does just eating too much. Sugar drinks are major culprits, and they are not just Coke. Orange juice and milk coffee drinks are right in there.
Indolence is a key player in the weight stakes, too. But we all know all of this. Obese people know this.

So what is a new advertising campaign going to achieve?
It is going to alienate us all. It is going insult us and irritate us. It is going to compound the existing overload of intrusive marketing messages delivered by a rapaciously greedy consumer industry. The advertising world will get fatter on the anti-fat message while our brains shrivel under the repetitive barrage of it all.

If anything is an unhealthy epidemic, it is advertising.

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