Public Relations -- When Film Term Paper

The film's promotions played upon a common element of human psychology, namely concern about public health and body image. Much like films like "Bridget Jones Diary" and "Raging Bull," it made use of a highly publicized, real-life weight gain upon the part of its protagonist and director, using verisimilitude and relevant shock value to publicize the film. The director used his own alleged physical deterioration to draw in viewers, and made his subsequent post-film weight loss a kind of stunt PR that drew even more viewers into the cinema, to see what would otherwise be a little-seen film about weight loss. The "Bridget Jones" film, now the "Bridget Jones" franchise, given the imminent release of the sequel, also deployed the weight gain, loss, and gain again of Renee Zwelleger as a way of publicizing an otherwise rather standard romantic comedy -- few would be interested in this fairly ordinary film, if it were not for the added component of seeing the normally svelte actress in such an extreme fashion.

However, not all fast food companies have engaged in poor examples of PR. Just as effective as Spurlock's defamation of McDonald's to gain PR for his documentary about American eating habits, Subway has modeled itself as a healthy fast food eating establishment through selective use of physical stunts. Subway has long been known for publicly endorsing heart walks, and promoting the freshness of its ingredients. But its stock skyrocketed after making us of 'Jared,' a real-life figure who lost weight as a result of his eating Subway sandwiches, as part of a healthy fast-food diet. Now the official website of the company encourages individuals, particularly children, to take the Jared pledge and engage in a heart healthy lifestyle. However, had Subway done this would 'Jared' it is likely that this publicity attempt to link the subs with a healthy lifestyle would have been a dismal failure. The real-life, physical success of an apparently ordinary individual speaks volumes that all of McDonald's pamphlets about its 'Go Active' Happy Meals cannot. (Official Website, 2004)

Honesty may hardly seem like a public relations technique. But the convincing, real-life success of ordinary individuals, when properly and surprisingly packaged in unexpected contexts, can be shocking and effective public relations. Of course it is not the sheer shock value alone of surprising physical transformations, like Jared's, Zwelleger's and Spurlock's that draws one in. It is also because these people's weight losses and gains seem so impossible most Americans. Thus, they still have the power to captivate a cynical public. For ordinary Americans -- for whom the body seems so difficult to transform, as obesity rates remain high -- the ability to gain or lose weight seemingly at will, or by merely incorporating aspects into one's diet as ordinary as burgers or sandwiches, has the power to captivate, surprise, and inspire -- to buy more subs and to see "Supersize Me" and the "Bridget Jones" films of the now burgeoning franchise that bears that diary's name.

Works Cited

Bridget Jones' Diary." (2000) Starring Renee Zwelleger.

McDonald's adult Happy Meal arrives: The Go Active! Package for grown-ups includes salad, water and even exercise tips." (May 11, 2004) CNN.com. Retrieved on October 14, 2004 at http://www.whenusearch.com/ws_close.html?src=adcm0001&result=nocontrol

Spurlock, Morgan. (2004) "Supersize me." Documentary

Subway (2004) Official company website. Retrieved on October 14, 2004 at http://66.223.51.221/fresh/pledge.html