1. WHO BENEFITS FROM THE “CULT OF THINNESS?” & CULTURALLY INDUCED EATING

2. Who Benefits from the “Cult of Thinness”?  Capitalism encourages thinness b/c there’s money to be made!  US fashion industry & magazines reinforce this image.  Americans feel their bodies fail the beauty test.  The standards of thinness & therefore beauty are nearly impossible to meet, especially w/ digital technology.

3. FOOD INDUSTRY  1983: “Lite”, fat-reduced, & calorie- reduced foods introduced in US.  2008:  To lose weight you must buy!--- Americans believe they must buy (pill, food plan, membership in self-help group like Jenny Craig). There are 17,000+ diet products/programs. These are especially geared towards females.

4. FOOD & ADVERTISING  In US culture, emotional nourishment linked w/ physical nourishment.  Dangerous for bulimics ---binging often a/b trying to satisfy emotional hunger rather than a physical hunger.

5. FOOD & ADVERTISING  Some __________________________________________________________ _:  Ads which imply “you can never have too much”-support emotional eating & encourage/normalize attitudes that lead to binging.  Ads which send message women shouldn’t eat too much & that they can gain power & respect by controlling their bodies.  Eating has become moral issue. Words like…  _______________________________________--- ads eroticize food & normalize binging. These ideas support dangerous eating- disordered behaviors.

6. Examples of Ads which Use Guilt to Sell Food

7. Examples of Ads Which Use Sex to Sell Food

8. FITNESS INDUSTRY  Fitness Fanatics: can have compulsive rituals.  Health Club Memberships:  1993: 23 Million  2009: ______ Million (Does not include home/work gyms or home videos use).  Spend ____________________________________________  Gap Exists: B/t reality of our bodies & our aspirations.

9. ADVERTISING TECHNIQUES CATCHY WORDS OR SLOGANS Most commonly used technique ; ads use words so consumer wants to continue reading. CELEBRITIES & FAMOUS PERSONALITIES Uses a famous celebrity to promote product ; fans may want to buy product just b / c their favorite celebrity is using it. Very effective. TESTIMONIALS Includes testimonials from people who have already used the product ; they share their experience ; makes the reader have a good impression of A product ’ s reliability. BANDWAGON Join the crowd ; everyone is buying it, using it, doing it.

10. ADVERTISING TECHNIQUES FACTS & FIGURES Statistics & objective factual information is used to prove the superiority of the product. WEASEL WORDS These ads are used to suggest a positive meaning w / o actually making any guarantee ; the promise is implied by using words like “ usually ” or “ chances are ”. MAGIC INGREDIENTS Suggests that some almost miraculous discovery or new ingredient makes the product exceptionally effective.

11. PLASTIC SURGERY INDUSTRY  Big Business!: Americans spent ____________________ in 2008!  2008:  More than 10 million surgical & non-surgical cosmetic procedures.  Rise in noninvasive procedures: Lower cost & recovery time is much less.  Most Popular Procedures:  _______________________________________decrease muscle activity that causes wrinkles.  _______________________________________ (nose job)  _________________________________________ Surgery has become a form of self-improvement.

12. CULTURALLY INDUCED EATING

13. Definition:  Pattern of…  Disorderly eating & obsession w/ food--widely accepted way to deal w/ weight & body image issues.  Not clinical eating disorder, but a disorderly eating pattern.  Those who suffer from this display many behavioral symptoms associated w/ anorexia or bulimia,…

14. CULTURALLY INDUCED EATING Also Known As  Imitative Anorexia  Sub-Clinical Eating Disorders  Weight Preoccupation Behaviors  Calorie Restriction  Chronic Dieting  Binging & Purging  Use of Diuretics or Laxatives  Extreme Exercise– very rigid workout schedule

15. CULTURALLY INDUCED EATING Unintended Consequences : 1. Food restriction can lead to uncontrollable binge. 2. Messing w/ metabolism (dieting) may cause weight gain on fewer calories. 3. Excessive exercise can lead to injury, burnout, or halt menstruation. 4. Fosters constant weight preoccupation & obsession w/ body image. 5. Behaviors may lead to depression or develop into long-term eating disorders.