Carbohydrate: the Ultimate Hunter 109 Those two little words have been supported by more billions of dollars than Bill Gates dreamed of as a kid. In the USA in 2002( according to ACNeilsen ' s LabelTrends) sales of low-, no- and reducedfat products alone totaled $ 32.3 billion. How we are hunted I have been relatively naïve about how sophisticated product advertising has become. I suspect I am not alone. Good advertising is deceptively simple. As a psychotherapist, used to unraveling complicated unconscious emotional dynamics and their defenses, the simplicity of good marketing campaigns slipped under my radar leaving me as much of a victim of this as anyone. In fact, it was realizing how comprehensively I had been duped that allowed me to walk away from my social smoking and never look back. I was so angry at myself for coming to believe the expensive cigarette advertising that I was fed as I grew up. I was also acutely aware that I had not been mindfully in touch with my own awareness of my own body and what I really enjoyed. I became deeply disturbed and disappointed with myself as I realized I smoked not for the intrinsic pleasure but because I had bought the image that had been sold to me. What bothered me the most was that I realized I had not even been aware that I had gone shopping! As I write this I clearly recall the emotive image of the Marlborough man, lean and tough as he rode off into the sunset smoking the coolest, meanest cigarette in the world. For a while I even smoked Alpine, the menthol cigarette. Now there’ s some effective advertising – it got me in touch with my feminine side! God knows what they add to tobacco to get that flavor, but I’ m guessing it can’ t be good for you! The Alpine ads would have been around over 20 years ago before they were banned from TV, but I can still bring up the image of good looking young people sitting at a restaurant high up in the Alps in some European ski village laughing and savoring another snow-white cigarette. It was quite obvious to me that afterwards they were all going