Sarcastically, inside these exact same commercials, expansive sections have been devoted to explaining why fad weight-reduction plan was detrimental, and never conducive to long-term weight reduction. (The Weiders’ doubtful dietary suggestion? “No inflexible weight-reduction plan. We recommend you briefly eat 20 p.c much less till you attain your regular weight — with out giving up any of the meals you like. Eat ice cream, cake, pasta, no matter!”)
Physique Shaper commercials that appeared even later in 1975 contained different pernicious components. Ben Weider’s personal face appeared in a single advert, figuring out him because the president of the Worldwide Federation of Bodybuilders. The tacit implication was that the Physique Shaper was an satisfactory bodybuilding instrument, when neither Weider nor any of the bodybuilders on his roster would ever have been caught lifeless strapped right into a Physique Shaper until they have been receiving a big endorsement examine for his or her troubles.
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