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Authors

  1. Witte, Diane
  2. Dundes, Lauren

Abstract

A study of the Kellogg Company's ad series which ran under the title of Respect Yourself in the Morning demonstrates that even without explicitly identifying its product as a means to lose or maintain weight, most (74%) of those interviewed about the meaning of an ad in the series nevertheless interpreted the advertised food as a tool for management of weight or appearance. Even indirect messages about body image in ads may still convey the need to both attain an ideal shape and avoid the shame linked to overindulgence.