We've all seen them…
Infomercials and advertisements featured in newspapers, magazines, radio and television which extol the virtues of a variety of products and services related to health, wellbeing, fitness and training.
Nearly always they feature attractive presenters or celebrities using the product.
Often they feature celebrity endorsements or sponsor successful professional teams or athletes.
We imply through association, that the targeted product or service was the cause of their success or image. This may or may not be the case. In many cases, particularly in relation to the commercialization of products it is not the case.
A favorite in the infomercial arena is the targeted reduction implication. The product featured appears to target an area of the body, one that is desirable for the potential purchaser. For example, the person using the machine has a lean, attractive abdominal musculature (a six pack!). In front of our eyes, they are on a machine that is using their abdominal muscles. Obviously we imply that their musculature is a direct result of their use of the machine.
Fitness Models are often used, who are models with attractive bodies hired specifically for the job, but not necessarily a long-term user of the product.
Even in situations such as; with family and friends, gym or health club, or in a sporting environment, we assume that because someone possessing a desirable physique or image is using a particular product, exercise, machine or program, that it is that product, program, exercise or machine that has caused their physique.
And because we desire a similar physique we attempt to utilize the same process.
Fear, envy, lust, desperation, laziness motivate us to pursue a particular path.
The fat loss and body image market is both a particularly lucrative and vulnerable audience. Often the potential purchaser has tried a variety of other methods (usually unsuccessfully) but is unperturbed, willing to try again (this product will be the miracle!), reticent to seek professional help, embarrassed by their physical appearance and desperate to achieve their objective.
Clever marketers research their target demographic through a variety of methods to identify the factors that would appeal to them and that would influence a buying decision.
Information gathered from their research through focus groups and surveys, result the use of specific key words, concepts and images that appeal to the potential purchaser. Retouching of photos can enhance physical features. The use Fitness Models make it easy for us to make the implication of cause and affect. Even the likeability of a celebrity and the physical design of a print advertisement can influence us to buy!
Limited offers, special discounts and bonus offers create a sense of urgency, imploring us to buy on impulse.
How can you protect yourself?
Look carefully at the advertisement and determine what direct claims are being made as to the cause and effect of the people involved. Do the claims seem realistic?
What sort of guarantee exists with the product?
Is there a scientific basis to any claims actually made? What this means in essence, is that regardless of who uses the particular product it will return a similar result.
Does the person demonstrating the product appear fluent in its use? I am often amused, particularly in infomercials, at the awkwardness of some of the fitness models in their use of the product. It's obvious that they have barely used the product prior to the taping of the advertisement!
Ask yourself if you could you use this product on an ongoing basis? Is it boring and repetitive?
If possible, delay your purchasing decision whilst you think carefully about your potential investment or can speak with someone without your degree of emotional attachment.
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