December 8, 2072 Brand Dyslexia Declared `Epidemic'
ATLANTA, GA--The Center for Consumer Diseases (CCD) today announced the official classification of Brand Dyslexia Disorder, or BDD, as an "epidemic." The change in classification frees up federal funding for round-the-clock research and steps up authorization for nationwide epidemiological studies.
"The acceleration in the spread of BDD is alarming and unprecedented," notes Dr. Evelyn Ditch, CCD's head of syndromal illness research,. "The reclassification is meant to mobilize the research community in hopes of containing and treating this debilitating disease."
BDD is a progressive disorder affecting the ability of its victims to perceive and remember the correct relationship between brands and branded objects. People suffering from BDD often have difficulty picking out objects according to their brand preference.
At later stages, victims consistently confuse branded objects with other, nearby branded objects. "At first it seemed almost amusing, and didn't happen that often," explains Robert Lilo, afflicted with BDD for the past eighteen months. "Later on it would happen all the time. I'd be in the market, thinking I was grabbing Coke off the shelf only to get home and have my wife explain to me that I'd actually got Pepsi. Now it happens at home, too. I'll think I'm putting Tide in the machine, when I'm really putting in Liquid-Plumr."
Little is known about the causes of BDD, but early research suggests the disorder is linked to excess stimulation of a region of the brain's limbic area known as the "Folgers Region" and associated with brand perception and processing. CCD's Ditch explains: "In BDD, we see excess neural firing in the Folgers Region, almost to the point of seizure. In addition to neural hyperactivity, patients afflicted with BDD typically have much more neural …