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All 4 persons in the ad are remarkably well-known athletes who play tennis and football. The ad is the Double Stuf Racing League in which the athletes are in a competition to see who’s fastest to twist, lick and dunk their oreo cookies. Most athletes are familiar with the ‘leave it all on the field’ speech, which indicates that athletes should avoid sugar because once they get addicted, they might suffer from a sugar rush which can lead to a crash because of the fast rise in glucose in your body (Baur, 2011). Athletes are supposed to maintain an image of setting a positive example of an athletic body to the fanbase They are supposed to be role models because many people look up to them, expecting them to be the definition of a healthy person so they could influence people.
In this short ad, Serena and her sister, and Peyton and his brother are seen licking an oreo and then struck by a blimp. There is an obvious disconnect, because the athletes in the ad are sending mixed connections to the viewers about diet and health portraying unhealthy foods (oreo) and on the other hand they are athletes and supposed to be portraying healthy choices.
“Marie Bragg of the Rudd Center for Food Policy and Obesity in New Haven, Connecticut, and her co-authors found that 79 percent of the 62 food products in advertisements endorsed by athletes were dense in calories and poor in nutrients, based on a nutrient profile used to assess whether products can be advertised to children in the United Kingdom” (CBC, 2013). It is actually quite ironic because some of the world’s most fit athletes are promoting nutrient-poor food products. A previous study indicated athlete endorsements are associated with higher ratings of healthfulness for the products, which also means if an athlete is seen eating/drinking an unhealthy product, it appears healthy to the viewers because a ‘fit’ and ‘healthy’ person is supporting it. But it should be noted, that a double stuffed oreo has about 70 calories.
Legislation should be passed banning celebrity endorsements. Celebrities endorsing the advertisement may not always be aware of the negative health outcomes of the foods among consumers. After watching TV commercials where celebrities endorse a product, people tend to recall and remember the messages in the ad while buying the products. People view celebrities as their role models and believe everything they portray is in the advertisement is ‘real’. Banning celebrity endorsements in all would address the issue of misleading food advertisements and also act as a key public health intervention to prevent increasing rates of obesity, and diabetes in the public community.
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