Reducing calorie intake has reduced the chances of chronic diseases

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Reducing calorie intake has reduced the chances of chronic diseases related to age and also minimizes risks of cancers. It is a well known fact that when one intakes a large amount of calories; and burns a smaller amount of calories throughout the day, that individual will gain weight due to the excess intake of calories. It is of common consensus that individuals that are overweight are at higher risk of heart disease. “People who are 5 to 15 percent overweight have more than twice the number of deaths from heart attacks as people of average weight. For those who are 25 percent or more overweight, the number of fatal heart attacks is 5 times higher than normal” (Institute of Medicine (US) Committee on Diet and Health, 1992). Other chronic conditions such as gallstones, hypertension, and diabetes have been connected to excess weight as well. This is why reducing one’s calorie intake has been proven to be an effective means to minimize risks of chronic illnesses. Reducing a person’s calorie intake insures an even balance of calories consumed and calories used, therefore that person will experience less weight gain while practicing a diet of reduced calorie intake.

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The restriction of caloric intake by 30% has several effects on the metabolism of the body. The risk of many diseases and cancer is highly dependent on a hormonal level, growth factor regulation, and inflammation. The restriction of caloric intake causes the reduction in the circulating level of hormones (such as insulin, leptins), growth factors (such as insulin-like growth factors, vascular endothelial growth factors), and cytokines. As a result of this, it downregulates the growth factor signaling through PI3k/Akt/mTOR pathway. This decreases the vascular perturbation via reducing vascular endothelial growth factor and tissue-type plasminogen activator, and also decreases the inflammation via lowering the level of NF-kappa B (nuclear factor kappa B) and COX2 (cyclooxygenase) expression. Therefore, the downregulation of inflammation pathways, growth factor signaling, and circulating hormones reduces the disease-causing factors. Consequently, restriction of caloric intake by 30% reduces the risk and progression of diseases and cancer development.

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Coronary artery disease (CAD), ischemic stroke, diabetes, and some specific cancers, which until recently were common only in high-income countries, are now becoming the dominant sources of morbidity and mortality worldwide (WHO 2002). In addition, rates of cancers and cardiovascular disease (CVD) among migrants from low-risk to high-risk countries almost always increase dramatically. In traditional African societies, for example, CAD is virtually nonexistent, but rates among African Americans are similar to those among Caucasian Americans. These striking changes in rates within countries over time and among migrating populations indicate that the primary determinants of these diseases are not genetic but environmental factors, including diet and lifestyle. Thus, considerable research has been aimed at identifying modifiable determinants of chronic diseases.

puter, as it is too small for serious computing” (Apple keynote-the ‘1984’ ad introduction, 2011). This means that apple must be the youthful female athlete dressed up in full colour, which could be seen as a personification of apple as a company. In terms of the consumer, they’re part in this ‘story’ would be the ‘soldiers’ being told what to do by the authoritarian figure (IBM).

Figure 5. Apple (1984)

Toward the end of the video, the youthful athlete lunges her sledgehammer at the giant screen, smashing it leaving a look of shock and relief on the faces of the general public (see fig.6). The question I asked was why female? The fact the young, youthful athlete was a female suggests to me that Apple where seen as the underdog by IBM, which shows never underestimate the underdog. The essential characters to an effective story are the protagonist and the antagonist; hero and villain” (Kattan, 2012). In this particular campaign, the hero and villain are clear. The hero being apple, and the villain being IBM. the people being saved are perceived to be the general public, this makes the consumer feel like they themselves are being saved by Apple. This gives the consumer an emotional connection to the brand that they may have never had before this point.

Figure 6. Apple (1984)

The advertisement ends with a blurred grey/blue screen with the words ‘on January 24th. Apple computer will introduce Macintosh. And you’ll see why 1984 won’t be like “1984”’ (see fig.7). Here, Apple is saying that Macintosh is the thing that is going to save the day, almost as if it is a revolution. By stating that the current date, being 1984 at the time, will not be like “1984” (the story), it is essentially suggesting that Apple can stop these bad things happening with the introduction of their new system. Courage is personified by the woman athlete, this suggests that Apple are not afraid to break boundaries and think for themselves. The reason I say this is because, it is deemed to some people that a man is stronger than a woman, back in 1984 and even today. People believed that women did not have what it takes to be an athlete, and the fact that a woman is the person who started this revolution would have been very inspiring, and to some shocking. The clear moral at the centre of this is “creative diversity and having the courage to think outside the box” (Fog, 2004:169).

Figure 7. Apple (1984)

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