Yesterday two energetic, well-dressed teens showed up my door campaigning against Measure D. Measure D is a local initiative, duplicated across the US, motivated by health care officials and parents worried by sky-rocketing diabetes among youth, and city officials concerned about the sky-rocketing costs of providing health care to citizens with diabetes. The Measure aims to increase the marginal costs stores have to pay on “oversized” high-fructose beverages under the sound economic theory that at a certain cost customers will prefer smaller and therefore lower fructose beverages, especially if those beverages per volume are less expensive than their super sized neighbors. The revenues generated by the added tax on oversized beverages will be placed in the general fund to be allocated according to the concerns of Berkeley’s elected city council members.
The key to good propaganda is not to get you to change your mind, but to use the mind you have to get you to DO something you might not otherwise do.
In the propaganda distributed at my house, sponsored by the American Beverage Association, an African American woman (a mom?) who evidently is not a victim of diabetes herself is contemplating the merits of Measure D. She knows that diabetes has sky-rocketed, particularly among African American youth. So she is concerned.
The American Beverage Association is not interested in getting her to abandon her concern. To the contrary, the American Beverage Association shares her concern. The health of beverage consumers is at the top of their agenda. But, what if the ordinance taxed Berkeley citizens, but did nothing to limit the consumption of high fructose beverages?
So, that’s the angle. Got it? What if I were to tell you, then, that Milkshakes and coffee drinks like Caramel Frappuccino and White Chocolate Mocha are not included? What if I were to tell you that small retailers like the ones who sell drinks to your kids will be exempted?
The American Beverage Association is committed to the proposition that no public institution, on whatever grounds, should interfere in the private marketplace decisions of sellers and buyers. They would be opposed to Proposition D even if it included Caramel Frappuccino and White Chocolate Mocha. And if the ordinance penalized small mom and pop outfits, instead of exempting them, the ABA would then place that provision in its cross-hairs. Good propaganda does not try to get you to change your mind. It aims to get you to use the mind you have to do something against your best interests.
Proposition D is a political product. It balances various interests, for example, the interests of small business owners, against the interests of parents of obese children, health officials, and city officials. Its not perfect. No proposition is.
But don’t be fooled by the “No on D” campaign. Its pure propaganda. Its sponsors are leading opponents of public institutions and public oversight of private wealth. Unrestricted free markets is their sole criteria.
Vote Yes on D. And enjoy that Frappuccino.