Send a Tweet
Most Popular Choices
Share on Facebook 7 Share on Twitter Printer Friendly Page More Sharing
Exclusive to OpEdNews:
Life Arts    H4'ed 8/14/10

Marketing Message: Hey, Michelle...

By       (Page 1 of 3 pages) (View How Many People Read This)   3 comments
Author 31407
Message Susan Benjamin

No question: Michelle Obama's initiative to end childhood obesity is timely. Today, about 17% of children 2-19 years old are obese and roughly 36% of adolescents and teens are overweight. Around 30% don't have family mealtime and many substitute stable dinners with fast food "meals" such as Chick-fill-a's chicken fillet with a "side dish" of, say, waffle fries.

No doubt, pairing two dishes of questionable nutritional value as a "meal" was the brainchild of some marketer. And, doubtless, they intended to alleviate parents of guilt about feeding their kids a fast-food fix and not the real thing. This gets to the heart of Michelle Obama's biggest nightmare: marketers have hijacked the food and fitness universe, derailing the attempts of policy-makers, nutritionists, and folks-who-truly-care to make real and permanent change.

It's important to remember that marketing is probably the single strongest influence in our culture. People encounter thousands of marketing messages a day: they're displayed at doctors' offices, embedded in movies, stuck on Web pages, slipped into bank statements, and reflected in blogs. Their influence has infiltrated our schools, clinics, kitchens, and stomachs.

In the food universe, the avalanche of marketing messages is chillingly one-sided: according to author and expert Michael Pollan, 95% promote processed foods. And, like all marketing messages, their power lies at a subliminal level. For example, marketers know that people respond to messaging pre-consciously, in less time than it takes to blink an eye. At the moment of impact, whether through a color, scent, sound or combination of all the above, the message triggers an emotional and visceral response in the audience: they feel happy, secure, trusting, aroused, or relaxed.

Next Page  1  |  2  |  3

(Note: You can view every article as one long page if you sign up as an Advocate Member, or higher).


Well Said 2   Supported 2   Valuable 2  
Rate It | View Ratings

Susan Benjamin Social Media Pages: Facebook page url on login Profile not filled in       Twitter page url on login Profile not filled in       Linkedin page url on login Profile not filled in       Instagram page url on login Profile not filled in

Biography Communications expert, author, and entrepreneur Susan F. Benjamin is founder of Greater Voice Enterprises. Her short features and interviews with everyone from Hollywood celebrities to leading thinkers are aired online and on am/fm (more...)
Go To Commenting
The views expressed herein are the sole responsibility of the author and do not necessarily reflect those of this website or its editors.
Writers Guidelines
Contact AuthorContact Author Contact EditorContact Editor Author PageView Authors' Articles
Support OpEdNews

OpEdNews depends upon can't survive without your help.

If you value this article and the work of OpEdNews, please either Donate or Purchase a premium membership.

If you've enjoyed this, sign up for our daily or weekly newsletter to get lots of great progressive content.
Daily Weekly     OpEdNews Newsletter
   (Opens new browser window)

Most Popular Articles by this Author:     (View All Most Popular Articles by this Author)

Dunkin' Donuts-Starbucks: The New Cold War?

Why Marketers Love Nicknames: You'll Never Guess

Cause Marketing: Agencies without a Cause

Marketing Message: Hey, Michelle...

Cheerios: Going Anti-Male?

Oh, My Aching Cellulite

To View Comments or Join the Conversation: