Fat Planet by David Lewis

Author:David Lewis [Dr David Lewis & Dr Margaret Leitch]
Language: eng
Format: epub
Publisher: Random House
Published: 2015-04-09T04:00:00+00:00

CHAPTER 11

See Food – Eat Food: The Cues That Elicit Overeating

‘We delude ourselves when we say that we are not influenced by advertising, and we trivialise and ignore its growing significance at our peril.’

Jean Kilbourne1

FOOD CUES RANGE from the obvious, logos, advertising posters and television commercials, to the more subtle, including colours, aromas and slogans. By using what is termed ‘contextual cueing’ – that is delivering their consumption message at exactly the right time and in precisely the right place – advertisers and marketers are able to trigger a desire to eat at a non-conscious level. The result is a sudden desire to eat which is overwhelming, impulsive and typically mindless.

In this chapter we examine a dozen of the most frequently used and potent cues, many of which you have probably already encountered several times today, perhaps without consciously being aware of them.

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