Brand/Rebrand: High Fructose Corn Syrup Becomes Corn Sugar

According Tara Parker-Hope of the NY Times (published September 14, 2010):

Would high-fructose corn syrup, by any other name, have sweeter appeal?

The Corn Refiners Association, which represents firms that make the syrup, has been trying to improve the image of the much maligned sweetener with ad campaigns promoting it as a natural ingredient made from corn. Now, the group has petitioned the United States Food and Drug Administration to start calling the ingredient “corn sugar,” arguing that a name change is the only way to clear up consumer confusion about the product.

“Clearly the name is confusing consumers,” said Audrae Erickson, president of the Washington-based group, in an interview. “Research shows that ‘corn sugar’ better communicates the amount of calories, the level of fructose and the sweetness in this ingredient.”

According to the market research firm NPD Group, about 58 percent of Americans say they are concerned that high-fructose corn syrup poses a health risk. Some scientists over the years have speculated that high-fructose corn syrup may contribute to obesity by somehow disrupting normal metabolic function, but the research has been inconclusive. As a result, most leading scientists and nutrition experts agree that in terms of health, the effect of high-fructose corn syrup is the same as regular sugar, and that too much of either ingredient is bad for your health.

Marion Nestle, a professor in New York University’s department of nutrition and a longtime food industry critic, says that Americans consume too much of all types of sugar, but that there is no meaningful biochemical difference between table sugar and high-fructose corn syrup.

“I’m not eager to help the corn refiners sell more of their stuff,” Dr. Nestle wrote in an e-mail. “But you have to feel sorry for them. High-fructose corn syrup is the new trans fat. Everyone thinks it’s poison, and food companies are getting rid of it as fast as they can.”

Read the full article via NY Times’ Well Blog.

Eating too much sugar of any kind is obviously bad for you but there is a recent Princeton study indicating HFCS might be worse. To be fair there is plenty of evidence for both sides of the argument so before you decide to eat food with HFCS in it, do your own research.

Big Pharma Breakdown

To enlarge and see all full rundown of the stats click here

posted by: Harold Johns III

Watch: Up There

Synopsis:

Shot high above the streets of NYC, Up There reveals the dying craft of large scale hand painted advertising and the untold story of the painters struggling to keep it alive.  Capturing a trade that is equal parts artistic precision and grueling labor, the film presents a painting tradition pre-dating modern advertising. A craft that today finds itself dangling precariously on the brink of extinction.

Up There is directed by Malcom Murray, based on the original concept by Mother. It is produced by Mekanism with music by The Album Leaf.

posted by: Brent Carter

Photo Flash: Does Advertising Work on You?

Click the photo for a larger version

Master propagandist Ron English recently created these subversive parodies of well-known corporate symbols as part of the Welling Court Mural Project in Queens, New York.

See more of English’s work here

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posted by: Brent Carter

Watch: Nike’s “Write the Future” Ad

I don’t usually post ads without some critique of the message, but this isn’t most ads. The above commercial, which will air in 32 countries, is about World Cup soccer – the only sporting event that truly matters (Biased? Un-American? – eh). Like director Guy Ritchie’s equally fast-paced “Take It to the Next Level” ad for Nike back in 2008, this commercial by renowned director and producer Alejandro G. Iñarritu (21 Grams, Babel) is so entertaining you hardly notice the sales pitch.

For those who don’t follow international soccer or the World Cup let me breakdown some of who and what you see.

Ivory Coast’s powerful striker Didier Drogba, who plays his club ball for Chelsea in England, starts off the action with a near goal until Italy’s living legend of center back Fabio Cannavaro robs him via a bicycle kick. The Italians are the defending World Cup champions and to repeat they need big things like that from Cannavaro.

From there English and Manchester United striker Wayne Rooney takes over with some nice play before France’s stellar midfielder Franck Ribery steals his pass in mid air. While Rooney is contemplating his possible failure two US national team members, goalkeeper Tim Howard and forward Landon Donovan, make a quick cameo reading newspapers. Of course the always bulldogish Rooney gets the ball back from Ribery with a wicked slide tackle, something we Americans should note since our first World Cup match is against the English team. Clint Dempsey, who currently plays his club ball at Fulham in England, is actually our best player. Hopefully he was too busy preparing to kick some ass to make the shoot.

Next the Brazilians and their poetic style of soccer take center stage. After Thiago Silva wins a tough ball at midfield it eventually ends up on the creative foot of Ronaldinho, which is weird because he didn’t even make Brazil’s World Cup team. It’s not that Ronaldinho can’t play anymore, that’s just how ridiculously talented Brazil’s team is, the guy who Kobe Bryant imitates can’t even make the squad.

The final superstar featured is Chirstiano Ronaldo of Portugal. He’s the best player in the world, he can score from long range, score with a header, beat you with his speed, score from free kicks, juke you out of your socks with skill moves, set up others with his passing and steal your girlfriend all in one day. Lucky for us Portugal is in Group G, aka the “group of death,” and has to play Ivory Coast, Brazil and South Korea. And yes, if Portugal wins the World Cup, something they have never done, they will erect a statue of Ronaldo. He really is that good.

The 2010 World Cup in South Africa starts June 11 and the U. S. team plays their first game on June 12 against England at 2:30 pm EST.

posted by: Brent Carter