Dr Oz

The Wonderful Wizards of Advertising

Diet products and supplement advertising is really a sordid and manipulative industry.  I have fallen for it with the Wild Rose diet and I bought the Atkins book (he was a doctor wasn’t he?).  Yes they worked but because there wasn’t much that I wanted to eat from the permissible food list; hence I ate less.  But are they sustainable?  Hell no, I like my chocolate, cheese, bread, pasta…..

What does this have to do with us controlling our personal information?  The more companies know about you the more they can target you specifically through your current emotion or activity.  For example on Facebook you can put in your status how you are feeling (this is coded for easy analysis by the way), reading, eating, watching etc.  If you were to put in ‘feeling sad’ and ‘eating cake’ you are probably going to be targeted for the Garcinia Cambogia pill or chair gym – yep you can look fabulous without leaving your chair!  What we buy is an emotional thing, we are not really the rational beings we think we are when buying stuff, if it isn’t emotional that it is probably habit.

I was being completely irrational and very emotional when buying the Wild Rose and Atkins books.  I have never believed in diets, I don’t like diets and I always scoff at others who do them so what made me do this?  I am so bombarded by images in advertising that makes me feel bad but gives me hope, there is a wide range of feelings that weight loss advertising evokes in me.

1 – Fear, although not overweight I am a bit of an apple shape which apparently puts me at higher risk of heart disease!  I don’t want to get heart disease

2 –Insecurity.  Images of young, beautiful and happy girls with the perfect body!  Yep I want that!  I want to wear a bikini and run down the beach with confidence without feeling my belly rise and fall at the opposite time to the rest of my body

3 – Living the dream.  These ads make me feel like I can’t be truly happy until I get down to that perfect weight (for me that is 115lbs – ridiculous).  Anyone who doesn’t think they would be happier if they were thinner are in the minority.  For me it’s like buying the lottery ticket and imagining what I will do with the winnings.  With being thinner I imagine all the wonderful clothes I would wear and all the places I would wear them.  Super happy and super confident.

4 – Dazzled by science.  There is always a new study or a new specialist out there who wants to tell us a new quick fix to getting the perfect bod!  It must be true its science; these pills really will speed up my metabolism or absorb the fat so that it isn’t absorb into our bodies and I get to eat what I want.

5 – Trust– Well Doctor Oz said its true so it must be right?  Celebrities and celebrity doctors are in our homes through the TV, we think we know them and we think we can trust them.  We have either seen them work off their own weight and have found that miracle or they are doctors who we have already put on the pedal stool of honesty.  This was never more perfectly ripped to pieces than by John Oliver on Last Week Tonight.  I hope you watched the video not only because it is so hilarious but also because ‘Morning Joe’ so beautifully epitomizes how irrational we are.