According to the State of the World Report (2004), China, the United Kingdom and Western European countries have set the bar for unsustainable overconsumption for decades. Around 1.7 billion people worldwide now belong to the "consumer class", a group of people distinguished by a diet of highly processed foods, yearning for bigger houses, better cars quality and larger, a higher level of revolving credit and a lifestyle devoted to accumulating unnecessary goods (Whittaker 2003). Today, almost half of the world's consumers live in developing countries like India and China. As we enter the new century, this consumerist appetite is depressing the natural systems that humanity relies on and making it difficult for the majority of this world to achieve their goals. It's chaos outside. All men and women at least try to look more beautiful, superior and richer than others. People neglect their basic needs and spend more on flashy gadgets and expensive bangs just to look “cool” while walking down the street. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essay This “beast culture” has introduced unthinkable problems into our society, ranging from psychological problems to overeating to higher suicide rates. But the question is why we became what we are. What has caused this global consumerism in recent decades? Why is everyone trying to compete with each other? Advertising is one of the main factors influencing mass consumption. Various perceptions occur in the mind of the consumer and these perceptions are dynamic, meaning they are constantly changing. Each individual receives these messages in a different way, we all have a different perception of the same message. Therefore, a specific message may be more important to one individual and nothing to another. The financial power of advertising in our time has reached an enormous scale and generates extremely rapid and impressive effects. As products multiply and dozens of new ones appear, sources also become creative. Due to these global social changes, it is easy to understand the complex task of advertising in the modern world (Whittaker 2003). Technological advancements such as satellite channels and the Internet have completely changed the concept of advertising and are undoubtedly the biggest revolution of the last century. The prospect of advertising will not simply be related to their individual inventive capacity, but also to the pace and conviction with which they get used to the new method, many of which do not yet exist. The new sources alone would be a challenge, but the new products, many of which have not even been designed on paper yet, will appear as requirements of recent and unprecedented societies in which the consumer becomes the main character. There has been an increase in health problems across the United States in recent years; many see the fast food industry as culpable and believe the industry's focus on marketing to children has directly contributed to declining health. For example, many fast food restaurants offer “happy foods,” which are meals aimed exclusively at children. The names indicated on the meals encourageonly children to buy them. They have names like “Happy Meals” or “Big Kids Meals.” Fast food restaurants promote these meals in their advertising by linking them to the daily lives of children. Generally speaking, almost everything in life and nature is predictable, with the exception of human beings. The transmission of advertising messages through the media must be done keeping in mind the target, because firstly, the audience must be understood, because it is necessary to know what they want, what they are looking for, what occupies (Packard & Crispin, 2007). This will make him capable of directing the offer in a company, outside of this strategy; any communication would be a failure. This offer must be guided so that consumption takes place efficiently (Messaris, 1997). Furthermore, it cannot be analyzed as a strategy, an attitude, an influence, a presence, because sooner or later it is the general public who decides. The enduring duty of the professional communicator is to be intimately aware of and cultivated by the society in which he operates, in order to be able to give satisfactory answers to consumers. People are equipped with real programs that interpret the world with the accessible information available to them, and they do this with a system of data comparison, which they have deposited in advance, these automatic systems would be those which provide a code which facilitates handling in this area. world (Lakhani, 2008). It can be said that there is a threshold inside each individual, the lower threshold through which the subconscious is set in motion and another higher one, over which information seeps into consciousness. The closer these two thresholds are, the closer the communication between the unconscious and the more complete the conscious awareness will be. The farther away the thresholds are, the lower the awareness (Packard & Crispin, 2007). All things perceived by the human mind can be considered symbolic or functional, or both. Whether verbal or non-verbal, symbolic meaning functions in the subconscious (Lakhani, 2008). Symbols matter and what an object or situation means to each is secondary. Symbolic meanings seem to provide the basis on which perception becomes something intensely important. In this way, the accessible information is “decoded”, that is to say interpreted according to its own code. It is also incomplete, because we cannot accept all the information existing at a given moment of reality. Therefore, in order to better resolve information chaos, the human mind goes through a selection process, which involves only extracting the necessary information (Lakhani, 2008). The consumption process only occurs when a consumer has defined their preferences. mind for a particular product. Often, this state of mind is only an effect of the influence exerted by advertising and gives an object a completely new perception, these objects and products having never been perceived in the same way (Messaris, 1997 ). It is quite obvious that the mind intervenes when it perceives something and that perception only becomes consumption when the mind orders a “yes”. To make a product known to the general public, when advertising is broadcast, the recipient does not focus only on the product. alone, but the whole atmosphere that surrounds this specific product. For example, to have a good image of a product, it must be accompanied by a pleasant voice. An unpleasant or harsh voice can even make the product repulsive (Lakhani, 2008). When communicating, it is rarely just about concrete topics. The words must also have an influence, to encourage the speaker to do a certain thing. According toexpert Friedemann Schulz von Thun, four aspects are covered in the news: The objective content, which is the subject of the report. Personal revelation, which is the subjective content of a report. The call, which is the capacity to animate others. The association what one thinks of the other and the position in relation to him. Let us assume a case; you are comfortably seated in the living room. Your son comes in and leaves the door open behind him. You say: There is a draft. It is first of all a verification (indicates objective content); but, in the same case, you communicate with your son that you are cold (this is a personal revelation); you might want your son to go and close the door (means a call), and you probably make him understand that it is inappropriate to leave the door open behind you (relationship). Your son now has the opportunity to understand and interpret this in his own way (Lakhani, 2008). The conclusion that can be deduced from this theory of communication is that one must focus one's attention on what is of utmost importance to a child. individual while communicating with him and how to express it in a direct way. The subliminal message is administered through thought which the conscious mind mediates and the subconscious acts with the memory database. The most famous example is the Popcorn experiment, where European cinema placed images of popcorn, inside the frames of the film, projected in the cinema (Packard & Crispin, 2007). As a result of this experiment, it was proven beyond doubt that the viewers of the film did indeed perceive the popcorns in their subconscious, as evidenced by their desire to consume popcorns. All films have a number of subliminal visual messages. The conscious mind takes in the information presented in the center of the screen; this information is already interpreted and understood by the brain before being stored in the brain. On the other hand, the human subconscious senses the information presented at the edge of the projected screen. Interestingly, this information is not understood or understood instantly by the brain; in fact, this subconscious information is first stored, then later understood and judged by the brain, creating a more powerful and lasting effect than conscious information (Packard & Crispin, 2007). It is for this reason that audiences are more influenced and impacted by watching a movie on a big screen than watching the same movie at home on a smaller screen. The reason being that on a smaller screen, all information is perceived by the conscious mind and therefore the unconscious mind does not store anything, resulting in less impact. Auditory subliminal messages work in the same way. When the mind receives subconscious information, it does not immediately interpret it, it stores it first. Problems are not generated with memory but with the probability of recalling. This implies that for others to remember what they have heard, one must be careful in the way the information is offered (Packard & Crispin, 2007). Subliminal perception was already mentioned in the writings of Democritus around 400 BC. He said that much of what is perceptible is not actually perceived by us. Plato mentioned this idea in his Timeo. Aristotle further elucidated the thresholds of subliminal consciousness and appears to be the first to suggest that stimuli not consciously perceived may well affect dreams (Messaris, 1997). Certainly, a conscious relationship can cause a subliminal perception that is intensely masked in the unconscious for long periods after the actual perception has taken place. It is essential to keep in mindthe commitment that makes this theory provable, for all those concerned with controlling and influencing human behavior. Many communication strategies affect consumers in their own perception; One of them is subliminal advertising, it makes the imagination more reproductive; the images collected by the brain are so diverse that the consumer benefits from a wide range of opportunities. Currently, by manipulating the product offering, you can bring the consumer closer to what they want. By keeping in mind certain segments of the product and the offer it includes, consumers go through a mental construction that brings them closer to a consumption decision. Today it is common to see a fast food restaurant around the corner in every neighborhood. This is for the reason that these franchises are gold mines for any restaurant manager (Ebbeling et al 2006). They are the least concerned about the harmful health effects of fast food. People, especially children and teenagers, are continually attracted to fast food. It also appears that children are more attracted by labels than by the foods themselves. Fast food culture in the United States is the leading cause of childhood obesity. According to omnivore theory, as omnivores, the most indiscriminate eaters, we humans are faced with a wide assortment of food choices, which presents us with a dilemma (Pollan 2006). In his book The Omnivore's Dilemma, Pollan begins by examining the food production system from which the enormous preponderance of American meals is obtained. This industrial food chain relies primarily on corn, whether it is consumed directly or indirectly by feeding livestock, or processed into chemicals such as xanthan gum, often in the form of high fructose corn syrup, and ethanol. It should be noted that the corn plant came to dominate American culture through a mixture of several political and economic factors as well as some biological factors. Fast food constitutes the last link in this industrial food chain. A fast food meal is used to illustrate the end result of the industrial food chain (Pollan 2006). Fast food doesn't just overload diners with fat, salt, sugar and cholesterol, although these unaccompanied pretenses pose health risks through overindulgence. Eating from fast food menus adds to a poor diet by providing insufficient amounts of vitamins, minerals and other nutrients the body needs to perform its physiological functions. According to the American Heart Association (AHA), huge amounts of fat and sugar contained in hamburgers, fried foods, soft drinks and Chinese food sauces can further lead to the disease of obesity (Ebbeling and al 2006). Obesity is an eating disorder. this is due to an imbalance between energy intake and energy consumption. Decreased physical activity is one of the main factors contributing to obesity. Obesity has become one of the major health problems all over the world, especially in developed societies like the United States. Obesity is the leading cause of all major cardiovascular diseases and their associated mortality and morbidity (Ford et al, 2002). Unfortunately, approximately 17% of children in the United States are clinically obese, leading to a higher prevalence of cardiovascular disease and associated risk factors. such as hypertension, hyperlipidemia and insulin resistance in young people.According to Georgia, the rate of childhood obesity is the second highest in the United States. Nearly 40% of Georgian children are overweight or obese. In traditional medicine, obesity is considered an indirect cause of cardiovascular disease (Ebbeling et al 2006). The usual belief is that due to high adipose content in the body, this leads to hyperdynamic circulation, an adaptive response to higher adipose tissue index in the body, which in turn leads to cardiomyopathy dilated in extreme cases due to the increased workload on the body. left ventricular part of the heart. But in addition to these traditional concepts, a new concept is emerging that lipid droplets accumulate in the myocardium, which could be directly cardiotoxic to the myocardium. Nutrition, obesity and atherosclerotic cardiovascular disease are all closely linked to each other. There is sufficient data to suggest that despite genetic factors leading to cardiovascular diseases, diet and nutrition can easily regulate and prevent certain diseases in the individual. Therefore, it is important for doctors to recommend appropriate diet to their patients and, in addition to prescribing medications, educate the community to adopt a healthy diet. Stigma against overweight children, from their peers, parents, teachers and others, is insidious and usually inexorable. It has been widely accepted in various trials on children using various research methods (Ebbeling et al 2006). Therefore, due to this weight bias and discrimination, obese children experience immense negative psychosocial and health-related consequences. A considerable revolution is necessary to combat this prejudice. Unconstructive traits and prevalent stereotypes about obese and overweight people presented in the media must be changed, and stigma reduction programs must be developed and tested immediately. It is clearly demonstrated in various scientific publications that obese and overweight children are a constant target of social stigma. However, further efforts are needed to understand the results (Ebbeling et al 2006). Exploring the causes of childhood obesity and taking appropriate action must consider variables that affect both diet and physical activity. Seemingly simple, these variables result from complex interactions among several important community, financial, cultural, ecological, and political perspectives. If weight-based bias is truly responsible for a considerable fraction of the health problems experienced by obese children, then simply reducing the child's weight is not enough to solve the actual problem. First and foremost, even though weight loss may lead to a secondary reduction in overweight prejudice, but prior discrimination may leave lasting negative effects on the individual, these negative health and psychosocial effects may persist throughout life. the life. Additionally, the tendency to be overweight may persist even after weight reduction. Therefore, just taking care of one's weight is not an ultimate solution to the problem because the future generation may face the same problems if they are overweight. This problem is a societal problem and the only way to eradicate it is to involve all levels of people in society. Weight bias is as big a problem as ethnic intolerance or discrimination against children with physical disabilities. This is a.