Michael Applebaum, MD, JD, FCLM
are media-malleable. Advertising
tells us what we want, so we do. Media "personalities" tell us what we need, so we
do. The bedrock of entire
industries is formed in the substance of successful suggestion.
the casinos, many businesses use the promise of winners to lure the rest of us
in. It is no secret that
Victoria’s models look better in those garments than the vast majority of
purchasers. It is obvious that
fitness models did not get into the shape they are in by using the products they
endorse. It is noticeable that
obese people are absent from fast-food restaurant ads, yet herds of them
populate these stores in real life.
message of the sell is “If you buy our product, you will become a winner just
as our carefully chosen actors did.” And
people want to achieve that. They
want to be beautiful, fun, sexy, rich, carefree, exciting, desired.
makes sense. Perfect sense.
are two subsets of ads that seem to defy this logic which strike me as
training routine takes an average of 29 minutes per day.
When I train, I wear a portable music system so I can choose what moves
my eardrums. I find the club’s music terrible.
was cardio day. My exercise of
choice is a stepping machine, i.e., I climb stairs.
While climbing I will look at the TVs suspended from the ceiling in my
club. All I can hear is my music.
the tube were several commercials, for what it makes no difference.
In each ad there was a guy or gal who was overweight and flabby in
appearance. Each actor played a physician.
I had to ask myself, “Why are television doctors stereotyped as out of
shape?” Don’t we want the
alleged guardians of our health to look fit? If they practiced what they preached, shouldn’t physicians
be exemplary of a healthful appearance? Fitness
winners. We expect hair color
models to have beautifully-colored hair. Right?
So why shouldn’t health advocates have fit appearances?
second subset comprises the diet gurus -- those few, very lucky individuals who
squeeze together at the lucrative bully pulpit of the weight debate.
Why are the biggest names also some of the biggest people?
They are not weight management winners.
They are overweight or possibly obese physicians, fat talk show hosts,
ventripotent psychologists and flabby, but “famous,” researchers.
do diet gurus and doctors in commercials look like such losers at their own
games when everyone else looks like winners at their games?
possible explanation is that the mind-controlling media cannot afford to make
its consumers better. Imagine how
much revenue would be lost if people became fit, accepted the color of their
hair, didn’t need over-the-counter life-relieving products and realized that
no matter how much beer they drank, their lives will not become as much fun as a
keep people in their places, the message we are told is that if you live your
life as the physicians and diet “experts” we parade before you, this is the
best you can hope for. Media-cre
results. This is what is achievable
for the supposed best we have to offer. You cannot expect more for yourself.
the message, are the talking head mediots whose morning talk shows feature the
fascinating combination of useless and dangerous advice.
“Certs advice”--two, two, two hazards in one.
system rests atop layer after layer of bolstering strata.
Brilliant, frankly, because it works.
The public is fed by media-cre spokespersons, buys media-cre products and
accepts media-crity as the result.
only excellence here is in the ability of the media and gurus to generate money