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    Does this commercial encourage eating disorders? (Video)

    Can an advertisement trigger an eating disorder? Reacting to concerns that it just may, General Mills has pulled a suddenly controversial Yoplait commercial off the air following complaints from the National Eating Disorders Association.

    The commercial starts off with a thin woman standing in front of an open refrigerator, agonizing over a luscious-looking raspberry cheesecake.

    "What if I just had a small slice? I was good today, I deserve it," she says. Maybe a bigger slice would be okay if she eats celery later-"they would cancel each other out, right?" she thinks. Or if she eats the cake while jogging in place?

    That's when an even-skinnier coworker walks up, purrs, "Mmmm, raspberry cheesecake. I've been thinking about this all day!"-and takes a Yoplait Light cheesecake-flavored yogurt from the fridge. "Oh, you've... lost weight," the first woman notices. The confident coworker smiles, thanks her, and walks away with her Yoplait. The first woman, looking ashamed and guilty, grabs a yogurt instead.

    Is the message that this yogurt tastes as good as cheesecake? That you should make healthy food choices at work? Or that, even if you're thin, you're still not thin enough?



    For people coping with anorexia and bulimia, a commercial showing a thin person anxiously doing mental gymnastics in order to justify eating dessert-and then denying herself the treat because she wants to be even thinner-could reinforce the idea that such deliberations are healthy and normal, says Jenni Schaefer, an author and public speaker who has struggled with both anorexia and bulimia.

    Taking the commercial off the air "is simply the right thing to do," Tom Forsythe, vice president of corporate communications for General Mills, said on Thursday. "Any correlation was certainly unintentional. But if even a few people could take from the ad that mis-impression, then the right thing to do was to pull the ad-and we have." (Because of the way television advertising is sold, the commercial could continue to air in some markets for a short time.)

    Lynn Grefe, president and CEO of the Seattle-based National Eating Disorders Association (NEDA), is quick to say that her organization's issue was with the ad campaign and not with the product itself. In a public statement, she thanked Yoplait and General Mills for addressing concerns so quickly. "I believe the company had no intent to harm and gained insight into a very serious issue that we hope will influence their marketing decisions in the future," she said. She encouraged people who are worried about disordered eating to call NEDA's help-line at 1-800-931-2237.

    But when she and others first saw the commercial, what they saw wasn't a woman making a healthy food choice, but one who was caught up in a compensatory exchange about food, Grefe said. "This felt like a 20-second look at the mind of somebody with an eating disorder," she pointed out.

    NEDA has already gotten some hate mail about their take on the ad, she said. "We're not encouraging Yoplait eaters to go eat cheesecake," Grefe clarified. "That's not our goal at all. The protest was because [the ad] really would tell somebody with an eating disorder that… society wants everybody to be thin."

    "Eating disorders are characterized by denial," Schaefer, author of "Goodbye Ed, Hello Me: Recover from Your Eating Disorder and Fall in Love with Life," said in an interview. "There are a lot of people out there who are struggling but who don't know they're struggling." She began treatment for anorexia and bulimia when she was 22; now, at 35, she considers herself to be fully recovered.

    In treatment programs, some people name their eating disorders-Ana (for anorexia), Mia (for bulimia) and Ed (for eating disorder) are all popular. "This commercial truly shows the voice of Ed in an accessible way," Schaefer said.

    "It often starts with that voice in your head saying 'Eat this but not that'," she explained. "The commercial just reinforced that voice. It made that inner dialogue look normal, It let you think, 'I'm OK, I do the same thing.' But that's not normal. You don't have to open that refrigerator and hear that voice."

    "It's a big spectrum from chronic dieting to any clinical eating disorder like anorexia or bulimia," said Schaefer. "Some people fall onto that spectrum and end up going all the way down to the end. Some people can stay in chronic dieting for their whole life, but I'd argue that it's not a happy place to live."

    What we should all be striving for, Schaefer said, is balance. "Sometimes I worry that the fight against obesity is really scaring children," she said. "What I strive for today, with food and with exercise and body image, is balance." That means flexible, "intuitive" eating that allows you to assess your hunger and satisfy your cravings. "And there's no shame, there's no guilt attached to food. Food is just food," she said.

    "Some days I crave real cheesecake," she added, "and some days I crave the Yoplait cheesecake."







    Also on Shine:

     
    • Wendell  •  3 months ago
      Really? That was controversial?
    • Raimee  •  3 months ago
      one commercial try society. Eating disorders have been seen as beautiful in america for years. I hardly blame one commercial for it but I'm glad people are starting to realize what's happening
    • wendy  •  Montreal, Canada  •  3 months ago
      I dont get what's the big deal. Why does this have to suggest eating disorder. Cheesecake, any cake or desserts for that matter is not good for you due to the high sugar and fat content. Why does thinking twice before eating something that is not good for you suggests eating disorder? You should think twice before putting anything in your mouth, especially if it is not a healthy food choice. And why would this suggest thin is never thin enough? Why does hesitating to eat cheesecake suggests wanting to be thinner? Why can't it mean you're just trying to keep your silhouette, or simply just not wanting to eat bad food?
    • Wombat..  •  St Louis, Missouri  •  2 months ago
      I am SOOO sick of hearing almost everyone crying and complaining.
      You see, We complian about 'fast food' commercials causing Over-weight. AND
      Now we complain about 'Yogart' Commercials.
      FOLKS, It is time we took responsibility for 'Ourselves'.
      Please, Stop blaming the 'TELEVISION' for 'Our own' issues.
      With today's "society", this country would have 'Died' one hundred years ago.
      Sadly, I don't think we will make it through another 'Hundred'.

      Thanks, Bob
    • Marla  •  Los Angeles, California  •  3 months ago
      I don't get it, you can't even see the women's bodies. The first woman agonizing over the cake, well, you can only see her top half, and she looks normal, not too thin. The second woman is seen very quickly and you cannot see her bottom half either. Women are always talking like this in our heads, no matter what size we are. We eat something, then feel guilty, so to have a choice that tastes good with a lot less calories when we crave something sweet is good. I am slim and fit, a size 4, and I want to stay that way, so I also weigh my options in my head before selecting a high calorie food. I love Mac and Cheese, but will rarely eat it because I know that the fat and calories are huge with very little nutrients. It doesn't mean I have an eating disorder. I think the ad is fine.
    • Kelly Walsh  •  Toledo, Ohio  •  2 months ago
      actually while obesity is a problem overall for college and highschool people its not on average 1 in 20 young persons are suffering from an eating disorder or recovering from one so yes eating disorders are a growing problem.
    • KL  •  3 months ago
      With TWO-THIRDS of the US population either overweight or obese, I think we should worry way more about the unhealthy eating habits of this huge number of people, rather than how a small number of anorexic people "might" be made anxious or feel guilty after watching the commercial. If everyone chose the yogurt instead of the cheesecake, we'd be much better off.
    • A Yahoo! User  •  Atlanta, Georgia  •  3 months ago
      Ah...Ah. I got nuthin'
    • nobama  •  Shreveport, Louisiana  •  3 months ago
      i like pie
      • Wombat.. 2 months ago
        Yea, Apple OR cherry with vanilla ice cream. Or pumkin with whip cream.
        Lemmon meringue pie is also good.
        BUT , now pecan pie MMM... SEE YA, I am outta here !!!
    • Grace  •  Concord, New Hampshire  •  3 months ago
      i have an eating disorder, and have for a long time, but i never once thought this commercial was offensive. a huge percent of normal, healthy women without eating disorders worry about eating a piece of cake once in a while.
      are they not allowed to occasionally obsess?
      i have realized over the years while something may upset me as an eating disordered person, it probably won't be upsetting the person next to me, and i'm not going to make them feel uncomfortable or bad about something that they clearly didn't intend in a bad way.
    • Kimm  •  3 months ago
      I don't think this commercial did anything wrong. A serving of cheese cake is not good for you. It doesn't really matter how you look at it. Your body will suffer processing it, and take in all sorts of toxins, and probably end up just keeping carbs and calories. The rest is flushed out as waste.

      The commercial implies that this woman was either A.) grabbing dessert for lunch,or B.) grabbing a snack. When you go on a diet and you use either "meal" to indulge, it is the rule of thumb to pick the healthiest choice. You can still indulge, and pick something healthier. This is not an unhealthy mentality.

      Eating disorders are not a black and white thing, and comparing your food will only get unhealthy if you get unreasonable. Claiming this commercial is unreasonable makes you a little too sensitive.

      If you open the fridge, like this woman, and are debating wether or not to cave into a craving, it is not unhealthy to opt for a choice that let's you indulge and keeps empty carbs and calories at bay. The commercial implies that this is the conclusion the woman gets after talking to her coworker. She most likely does not suffer anorexia or bulimia.

      But if having a craving for cheesecake and it makes you overly anxious, or your debate on what to eat is solely based on the calories/carbs/fat- and not nutrition,or on weather or not you *deserve* the food,or if you have unrealistic expectations of how much weight a food will make you gain ( anorexics and bulimics will typically misjudge the correlation between how much they "binged on" and weight fluxuation), or if you have intrusive thoughts about food, then you probably want to analize your symptoms.You might have an eating disorder.

      The most unhealthy image, was probably when the woman said, "I deserve it." because it is unhealthy to reward success with food. Or maybe when she tells the coworker that she lost weight,because it is a bad idea to compare your body to others; it's an inaccurate was to track progress.

      In my opinion, though, this commercial did not at all depict the mentality of somebody suffering from an eating disorder.
    • jayson  •  4 months ago
      CONFIDENT, GOOD LOOKING, INTELLIGENT GUYS AREN'T ATTRACTED TO CHICKS WHO LOOK LIKE SKELETONS WITH BOTOXED FACES, DUCK LIPS AND STRIPPER BOOBS...PROMISE! (women do this to themselves while guys say to each other "that chick looks gross in a bathing suit, she needs to eat a sandwich...and leave the crust on"). My girlfriend's body is as sexy as Kim Kardashian, only far sexier...every guy in Vegas or at the beach is like "holy crap!" and girls look at her like "Mmm, she's not skinny enough cuz I can't see her heart beating through her skin yet...otherwise I'm totally jealous of her insane body." I'm tired of telling her that she's not fat, cuz she's totally not. She's a 10+ no matter what these #$%$ ads try to sell women. When will women wise up to the nonsense and support each other in looking like real women who have nothing to be ashamed of?
      • Just Me 3 months ago
        a) Kim Kardashian is fat. 2) Believe it or not, we don't exist to please men. What you find attractive or not doesn't matter at all. What matters is how we see ourselves, and we don't want to be grotesque and fat. It isn't healthy, and it isn't attractive.
      • Madisen 3 months ago
        I am sure your girlfriend is beautiful. because she is YOUR girlfriend. but a) I think the real problem you girlfriend has to deal with is YOURE GAY, because you are sitting around looking at 'fat' commercials AND answering them b) YOURE blind, if you think Kardashian is not fat.
      • Wombat.. 2 months ago
        Hey Jason, Madisen does have a point. Hmmm, I'm not gay, but I am here too!!!
        Ouch, the truth hurts.... Hey Madisen, "How you doin???".

        (\__/)
        (='.'=)
        (")_(")
    • Randy  •  4 months ago
      As a father of a teenage girl who has been diagnosed with Bullimia, I agree that this commerical can be threatening to a person with such a disease. These are the thoughts that they struggle with in their minds. Some will debate whether to burn off the extra calories through excessive exercise or others will purge. Bullimia is an addition to food. Some respond by eating to much as a result of too much personal stress in their lives and then they feel guilty for eating too much so they purge or do excessive exercise to get rid of the extra calories and the feel stress because of the purging and it gets into a vicous cycle that they can't mentally control.
      • Mellisa 4 months ago
        I used to suffer from eating disorders. TV had nothing to do with it. We didn't even own a TV. It's a whole lot deeper than TV.
      • Elizabeauty 3 months ago
        @ Melissa, TV can trigger people in recovery.
      • Madisen 3 months ago
        keep your teenager away from tv period! is terrible for images
    • David  •  Portland, Oregon  •  4 months ago
      I thought the ad was clever...YOU get to make a choice. Eat the yogurt; And the pastry later on, AFTER you do a hour on the stairstep machine or finish the 3 mile walk. Live to eat...were Mammals, thats what we do !!!.. but burn off the calories. Do the math....0311
    • Renee  •  4 months ago
      I think this is a pretty accurate depiction of how a lot of people feel when they are trying to lose weight It's done in a lighthearted way so I don't see how this would encourage anyone to have an eating disorder, they are still encouraging people to eat yogurt. Who ever started to complain about this needs to lighten up.
    • Jay  •  San Diego, California  •  4 months ago
      We have too many mental issues in this country. There is not one problem with this commercial.
    • John  •  Roslyn, New York  •  4 months ago
      Fuck censorship. Nothing wrong with it the commercial. Stop being so sensitive.
      • Elisavet 4 months ago
        Unfortunately John there are many sensitive people out there ,there are some people who cant deal with their problems and develope mental conditions. Not everyone is stong and not everyone is self comfident . We must help even if we dont understand .
    • Mellisa  •  San Luis Obispo, California  •  4 months ago
      Or maybe she just doesn't want to gain back the weight she just lost? Good grief...we're such a society of judgers. Judge the commercial producers. Judge the actresses. Judge the yogurt company. But don't judge the women with the eating disorders who can't get their life together.
      • Zoogs 3 months ago
        Having an eating disorder does't mean you can't 'get your life together'. it's a mental disorder.
      • Mellisa 3 months ago
        Yeah. Do you have one? I did. I couldn't get my life together. I didn't have a mental disorder. I had wrong thinking. Anyway, it's a stupid TV commercial.
      • Grace 3 months ago
        an eating disorder is, by definition, a mental illness. not "wrong thinking".
        because if "wrong thinking" was the only problem, then i'm sure a lot more of us with our eating disorders would be recovering very easily.
        why would you trivialize something you yourself had?
        i don't understand that.
        not every persons eating disorder is the same level of severity, clearly.
    • Tanya  •  11 months ago
      My husband and I have this discussion ALL the time. You never see overweight actors in commercials for things that are targeted towards weightloss. All the Special K commercials, all the Yoplait commercials, every single thing you can think of on the market aimed at convincing us to buy it to lose weight has actors that are already thin...anyone wonder why that is? Is it because we as Americans are stupid enough to believe that if a skinny actor is selling something, it will automatically make us skinny too? I would sure like to think thats not the case...needless to say, I have struggled with several eating disorders over the last 20+ years and I can identify with that Yoplait commerical. I used to do that-make deals with myself so that I could feel ok about eating. Its all about perception and in our society, if you arent perceived as thin enough, then you must be broken or damaged in some way, end of story. The commerical doesnt make me want to binge and purge or restrict but it DOES really remind me of the days when I used to.
    • Tammy  •  11 months ago
      Wow, I still don't see a problem with the commercial but ok apparently a lot of people do.

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