The concept of dieting and staying fit has become a worldwide phenomenon affecting not only women in the first world countries but also in Middle Eastern countries such as Lebanon. Women in Lebanon are striving to maintain the ‘ideal’ weight and diet product companies have promoted the concept of staying thin and have linked it to being physically attractive. The purpose of this research is to show how diet product ads and specifically the case of Nestle Fitness Corn Flakes campaign displayed on television in Lebanon, has had different effects on women aged between 25 and 35 years. The research ...