In the text The Culture Code, author Clotaire Rapaille discusses the prevalence of obesity in America. He asserts that being fat is not the problem but rather a solution that some choose as a coping mechanism to other life situations. Through his research he determines that the American cultural code for fat is CHECKING OUT.
A common theme in weight loss commercials is that weight loss is hard to attain and often those struggling give up or "check out." However Weight Watchers stays on-code enforcing that they offer simple tools to keep the dieter "keeping on."
Besides the obvious dialogue of the commercial I found it very interesting that Jennifer Hudson was the chosen spokesperson. In 2008 Hudson's mother, brother and nephew were murdered by her brother-in-law. Only recently has she broken her silence about the tragedy, saying that "it was all a blur, it was surreal," and going on to say that she didn't leave her room for two weeks...or essentially she checked out.
I found it very on-code of Weight Watchers to not only use the dialogue but to use a spokesperson who has experienced something very difficult and tragic. While the commercial did not address the issue, it may show the dieter that if Jennifer Hudon can pull ourself out of a rough situation and get herself fit and healthy so can you. I thought it was an interesting use of cultural code and a latent message in the advertising.
No comments:
Post a Comment