I looked at several weights loss advertisements from the sixties to the present. Most of them representing a theme “lose weight to feel better”. Obese people would draw conclusion about what the theme to meant, they feel that they must lose weight to feel better about themselves. Marketing tactics use inferences about feeling better. It could mean feeling healthier, having a better attitude, and be able to have a full active social life. People who see these ads, make observation and apply inferences about the personality and emotional state to other people. The way they do this, is gather information by prior expectations. A thinner person may come across someone that was obese, and observe they didn’t interact with other people. They may have made an inference that obese people have low self-esteem issue. Then they would integrate that inference into a judgment. Their judgment could be base on their mood at that time known as mood- congruent Memory. The definition of “Mood-congruent memory is the tendency for people to remember material whose valence fits their current mood state” (Taylor, Peplau, and Sears, 2012). Then they would be able to put the information together to form schemas in their mind. Schemas processing help people to process information, in more efficient way. “Schema is an organized system or structure of cognitions about a person, group, place, or things. They would use scripts to describe the expected sequence of events in a well-known situation” (Taylor et al, 2012). For example, they see an obese person sitting in a bakery having coffee with a dozen donuts on the table. The script could be a person who eats a lot of unhealthy foods, puts on weight. The schemas they use would be Contain Affect which is an emotional response to a particular schema. This is called “schema-driven affect” ” (Taylor et al, 2012).
Weight loss ads have shape the