Eat what your ancestors ate
In societies where people lived on particular diets for hundreds or thousands of years, their bodies gradually became adapted to these diets, acquiring enzymes to process starches, in the case of Europeans and East Asians; to process seaweed, in the case ofJapanese; and to process milk, in the case of northern Europeans, pastoralist African and Middle East groups, and northern Indians. High levels of cal-cium may be a risk factor for prostate cancer in populations that had little exposure to dairy. If your ancestors didn't consume much starch or dairy, neither should you. The take-home message: Eat what your ancestors ate.
When I design online ads for American Apparel, I almost always look for an angle that will provoke. Outrage, self-righteousness, and titillation all work equally well. Naturally, the sexy ones are probably those you remember most, but the formula worked for all types of images. Photos of kids dressed up like adults, dogs wearing clothes, ad copy that didn’t make any sense—all high-valence, viral images. If I could generate a reaction, I could propel the ad from being something I had to pay for people to see (by buying ad inventory) to something people would gladly post on the front page of their highly trafficked websites.
But entertainment has the merit not only of being better suited to helping sell goods; it is an effective vehicle for hidden ideological messages. Furthermore, in a system of high and growing inequality, entertainment is the contemporary equivalent of the Roman “games of the circus” that diverts the public from politics and generates a political apathy that is helpful to preservation of the status quo.