Fast food is another substitute of the mother's over nourishing breast : an investigation among three Lebanese women

Abstract

This thesis explores the ways fast food responds to hunger by being fast gratifying for the purpose of preventing frustration, and how fast food substitutes the mothers over nourishing breast of the infancy period. The advertising industry has created tools for reaching peoples minds through visual stimulation in order to awaken an everlasting quest for the once lost object: The mothers breast. An analysis of six McDonalds advertisements embracing some psychoanalytical theories of object relations, including three cases of young Lebanese women who demonstrate through the FAT how the mothers responding ways to her infant in feeding and care affects future eating behavior.