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The advertising campaign was largely based on the mid-century health concept of the “appestat,” an idea defined by a New York City nutritionist for a 1952 weight-loss book.

Real sugar—as opposed to replacements—could turn down the appestat while also providing energy.

The folly of “the appestat,” the future of the computer, the bloody arc of Vietnam were all part of the unknowable future to the people of then and are just lines in the historical archives to the people of now.

The main thing, he insists, is for the dieter to realize that his appestat has been set too high and has to be set lower.

In rare cases, diseases such as encephalitis or a pituitary tumor may damage the appestat permanently, destroying nearly all sense of satiety.