Our group read of David Kessler's The End of Overeating has passed the half-way point and with the next chapter, we'll enter Part Three, "Conditioned Hypereating Emerges." But first, we must not neglect the Purple Cows. Follow below the fold (and the housekeeping)!
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This afternoon, we're continuing a group review of David Kessler's The End of Overeating, started by Edward Spurlock, whose last contribution, on Ch. 25 -- with links to previous installments -- is here.
Here's what I know about the WHEE schedule. Please comment to volunteer or make corrections. Volunteers during the Thanksgiving indulgence period get extra credit. (And my own diary today will be less footnoted than usual due to hustle and bustle.)
Scheduled WHEE diaries:
November 25
Weds AM - ???
Weds PM - Edward Spurlock
November 26 (Thanksgiving - U.S.)
Thurs AM - ???
Thurs PM - debbieleft
November 27
Fri AM - ???
Fri PM - ???
November 28
Sat AM - juliewolf
Sat PM - Edward Spurlock (Kessler, Ch. 27 - start of Part 3)
November 29
Sun AM - ???
Sun PM - Holiday Fit Club
November 30
Mon AM - NC Dem
Mon PM - ???
December 1
Tues AM - ???
Tues PM -- Clio2 (Kessler, Ch. 28)
In a former life, I had some formal training in public relations. One basic principle we learned: there is a war going on every minute of our daily lives, a war for the severely limited resource of people's attention.
And a highly effective weapon in that war is surprise. Dare I say, shock and awe?
Why do so many ads feature impossible, unbelievable images? They have to break through our attentional defenses that help to protect us against sensory overload. The patently incredible does break through. It reaches the unconscious guardian of the attentional gate with the message: Something wrong here! Possible danger! Look out!
The same applies to moving images that involve use of quick cutting, zoom, and other visual experiences that don't occur in nature.
We look. Even though our conscious mind may be thoroughly used to such distortions, our subconscious mind is compelled to try to make sense of this disturbing wrongness. And as our mind engages with the stimulus, our attention is hooked. We become open to the message.
Directing extra attention to what appears incredible and just plain wrong, I am sure, served us well in evolutionary history. It alerted us to dangers, opportunities and learning experiences. This fundamental faculty, along with other basic psychological characteristics of the species, has now been colonized by the forces of marketing.
This faculty explains, among other things, why human beings like doo-dads. I just bought a Christmas gift that consists of a little lidded pottery dish with a cat head on the lid and the end of the spoon doubling as the cat's tail. Prehistoric people, I suspect, liked the same kinds of "impossible" things: for instance, as seen in a little sculpture that united aspects of a human woman and aspects of a bird.
It explains the "that's neat" reaction to the variously painted animal totems that grace the streets of various U.S cities today.
And food marketing is no different, as Ch. 26. tells us.
In fact...it's been no different since Roman times, when a banquet might involve a whole roast pig that was opened to reveal a whole roast goose inside, that was opened to reveal a whole roast hen, that was opened to reveal something else...not a mass market thing, but upper-class diners were so fascinated with highly palatable and otherwise engaging food, that they would eat until they had to make a trip to the vomitorium...(okay, read the <italic>caveat</italic> on vomitoria here).
...Not a problem for the general run of humankind until now, and not even now in most places. But meaningful to some of us who have struggled with a pattern of eating beyond the point of fullness.
The term "purple cow" comes thanks to Nancy Rodruiguez of Food Marketing Support Services, Kesssler explains. Also known as
foods that go 'pop,' exuding passion and personality, demanding attention.
Unusual tastes may be involved. But also sound, texture, aroma. These
"...captivate consumers...in packaging that screams 'Hold me/Look at me'..."
It doesn't stop. The food marketers are in a constant arms race against each other for our attention Kessler makes clear. As a McCormick seasonings company spokesman put it:
"Never say, 'This is the best' and stop...focus on the future. So I want excitement, amazement, and wow, wow, wow."
Instead of a poll, I'd like to ask for a comment from you on a "wow" surprise food experience that may have even hooked you. Or one that repelled you, if prefer. (Or anything else that's on your mind.)
To kick off by mentioning some classics:
Baked Alaska! How incredible. I was very taken with this in the 1980's and found every excuse to entertain friends to the on restaurant that served it.
Pillsbury doughboy! Subconscious, reacting to ad: wrong, impossible, look out, pay close attention! Conscious, oh look, it's not disturbing after all, in fact, it's friendly and cute. Subconscious, that was fun! Nice product, I should try it.
Repellent: hamburger with potato chips inside (see my previous diary). Surprising conflation of categories, main dish and side in one.
Your thoughts? Doing anything surprising for your own feast?