So, it's the middle of June, and the smell-o-vision is full of adverts encouraging people (more commonly women) to get slim "for summer"... The insinuation being that summer is the time when it really matters that you have a slim, svelte figure... (To look good in a bathing suit, I presume?)
OK, fair enough... So, now's the time to go on a diet, if you're going to? Well, yes, but, so's any other time - if you believe the adverts!
I remember, only a few months back, when people were being encouraged to get slim for Christmas... Or, "the party season" as advertising agencies seem to prefer to call it... I s'pose the jocular, merry connotations of such a phrase help shift more worthless "tat" than a more down-to-earth moniker like "season of depression and divorce" would...!
So, when's the best time to be on a diet? Summer, or Christmas? Or maybe spring? Or late autumn? Well, with Bonfire Night at the beginning of November, you're most likely to be seen in silhouette with all those lights going off - and, in such a situation, you can't rely on having a pretty face, so you'll need to be thin! (To be honest, I'm surprised I haven't actually seen an advert that takes that line yet... Maybe this November, somebody will finally capitalise on this hitherto unsullied opportunity?)
I think the answer is that companies who sell products which help you to lose weight want you to believe that every season is the best time to diet... The best (or worst?) example of this would, I believe, be Kellogg's... A company with an hilariously wide range of products designed to aid weight loss! How many different types of "Special K" bars, cereals, snacks, etc, are available to buy, these days? Lots!
And, of course, there are year-round adverts for "Special K" - always goading the viewer into trying a "two week challenge" or a "thousand steps challenge" or something equally galling...
So, why would you need to keep on doing "the challenge"? Why the need to get slim for summer, for winter, for your birthday, for washing the car, for better, for worse, for richer, for poorer? Because the product doesn't work, I guess...
I could go on ranting for a long, long time about the apparent need constantly to be dieting... But I shan't! I shall just continue to hope that somebody, somewhere, has the sense to produce an advert saying "you don't need to get slim for summer - aren't you already slim from spring?!"