Mike moss: Salt, sugar and fat — how the food giants put us on the needle
Reading books in our time for many people has become something unusual: less time, more distractions, weaker concentration. More reading for people is browsing articles and small notes. I hope that everyone already knows about the myth of multitasking, and if not, they quietly inflated a lot of articles online.
But in spite of this, a larger part of the population in developed countries way or another have to deal with these circumstances of life: a huge variety of cases. Since the industrial revolution, with the beginning of mechanization of labor, which, it would seem, was to free people from their daily routine Affairs of man, in many ways, not diminished. And since the digital revolution only increased.
How much time people now spends flipping through the tape of the social network? How much time it scans endlessly appearing news? Listening to new music? Communicates with clients and partners? Looking for necessary materials?
In this never-ending and powerful the flow is very difficult to keep and find time for self-education, changing habits and development. But this is the most important thing in our life so I I strongly recommend finding the time to read even if You have a very tight schedule cases.
Today we tell you about the bookMike moss “Salt, sugar and fat: how the food giants put us on the needle.”
ABOUT THE AUTHOR
Michael Moss — journalist, Pulitzer prize and other professional awards. To the Times magazine, worked in The Wall Street Journal, New York Newsday and The Atlanta Journal-Constitution. He taught at the school of journalism at Columbia University.
Moss is incredibly detailed (sometimes even more than necessary) tells us about the industry of the food industry in the United States since the very beginning of all this stunning history of the “American dream”. Corn flakes, ready meals, chocolates, sweet drinks, chips... Many known and unknown names and stories about them, you will be able to find in the book of Micah.
A brilliant story about how people no longer accept other people for the people, wallowing in an endless race for millions of dollars and struggle against competitors. For me it remains an amazing fact that best of the best, excellent specialists have been, and remain, for the most part, are so blind to their own actions.
Thinking through the ideal advertising company, engaged in the promotion of products and increase sales, they have absolutely no thought WHAT they are actually selling. How in reality all these products “basket from the supermarket” affect the health of people and especially children? And did they feel the bitterness of knowing THAT they've done to whole generations of people, forming strong habits of the masses? What it all turned out in the end?
Gradually, thanks to the smartest people hired by companies to increase sales, developed tastes, figured out the bliss point, etc., that is literally creating new drugs for the masses, teachers taught in U.S. schools, home Economics, began to lose more and more prepared foods from Kellogg, General Food and other food companies.
More and more women across America and then around the world began to prefer cooked in the factory dinner and evening watching TV instead of their own creativity in the kitchen.
It is understood that it was a mutual process of social change, one might even say, a mutation. Corporations invested more and more money in the creation and promotion of new products, more and more sugar, salt and fat to give people more attachment to him.
At the same time continued to develop television, occupying the minds of all the new series, which have become much more desirable than cooking. Also, the way of life of people has been changing: more and more developing trend of the formation of the correct working of the cog consumer goods.
People agreed to work without interaction with wildlife, not growing their own food and exchanging money on those that are in the store. So people more and more become dependent on the system, more tied to the ready foods overflowing with sugar, salt and fat.
Women became more and more independent... and Courageous. The value of family, femininity, feminine tasks like cooking, home care, parenting, crafts, and step by step were replaced by new values: career, independence, eternal youth, free sex, infinite outfits from the stores, monitoring of trends and...and consumption of goods.
The image of a successful beauty business, more and more supplanted the image of the good and loving woman. This definitely had a hand in how the creators of movies, cartoons, TV series the twentieth century and corporations, to create more attractive new products that did not require time to prepare.
Someone might say, well, what's wrong? People were finally able to vlacica from repetitive work cooking and cleaning and finally enjoy the life! But only in what kind of life? The lives of others with screens? Life imposed by fashion magazines? Understanding of life was completely distorted.
Cooking was positioned as something boring and unattractive, and wrapped in colorful packaging products, full of sugar, salt and fat, which was advertised and continue to advertise until now, attractive patterns, creates a certain image that attracts a certain stratum of people who are much more attractive. Advertising worked just flawlessly. People loved these images, consciously and unconsciously, people wanted to meet them and bought all these new products.
An excellent example for residents, perhaps, every corner of the globe is Coca-Cola. People love coke, not just for its perfectly balanced flavor, but also for the brand, for image. For this seemingly, minor addition to personal style: al tin in hand or a glass bottle of the dark fizzy drink. This is not just a product, it element of the lifestyle!
But not for all. Alas, as noted by the same company, coke is literally “gushing” more than all the lower strata of the population, most poor people finding satisfaction for themselves at least in this sweet narcotic beverage that they could afford...
Reading this book may cause you the feeling which many years ago was written by one my friend. This is a crude comparison, but it perfectly describes the condition in which it is possible to come, carefully read the text: you can find yourself dirty, bruised and with a wooden sword stuck in the ass.
Food corporations simply have earned hundreds of millions of dollars since the industrial revolution, deceiving people, promising them the comfort, health and free time. This whole circus comes to an end now, because now you can read in detail about this phenomenal deception that cost millions of people their health.
After learning all this, maximum stupidity may be the continued consumption of all these products. Let us henceforth be wiser and wiser, not allowing anyone else to deceive us. To do this we need to remove spectacles and to look at the real life.
To create a new type of sweet drinks that will stimulate the appetite and cause a craving, the company's sophisticated analysis. It helps to determine the "bliss point" — in other words, the amount of sugar or fat or salt that will bring consumers to ecstasy.
If we draw an analogy with drugs, sugar is methamphetamine, which quickly acts on the brain and the fat — opiate. The fat tasteless chips turn into crispy miracle, toasted bread — slices in silk, drab cheap meat in delicious delicacies.
The more fatty the food the more fuel the body can store for later use. The body is so earnestly fat accumulates, which slows down the mechanism that helps us to avoid overeating (the signal that the brain sends to us, signaling that we have eaten enough).
Experiments have shown that children under 6 months of age do not like salt. Then love for salt develops only in those who begin to feed salty food. It turns out that the salty food producers do not meet customers ' desires and create them and contribute to the appearance of harmful eating habits.
When preparing the images for this article I reviewed a large number of advertising USA the mid-twentieth century, and I can say that it's just creepy.
Advertising is amazing. We see ideal from the point of view of design, photography and illustration work: work of professionals. On these posters of wonderful images, nice colors, all built in proportion to the Golden ratio…
Images from these images want to get. I want to be a part of this history. What did they say? Unconsciously the person begins to desire what he sees in this attractive picture. Just buying the product…
This is a nice package, poor, forgotten their true nature, people, poor, hard-working and darkness cases, running in the wheel system, and really feel somewhat better with that box of cereal, can of soup or bottle of soda... Friends, we can't be happier now that we buy some products, especially not thinking about what they are.
Looking at these pictures, I just cringe at how hard and skillfully cheated us. It is very beautiful, but now in my eyes it looks like a real Satanism. Phenomenal, skillful, graceful deception. Gross, greedy and ruthless world of money. I suggest to you to look at the world of these products on the other hand.
Twenty seven million eight hundred eighty nine thousand four hundred three