How Hot Can You Be?
Obesity has become a really big problem in our society. A high percent of this country’s population is struggling with this problem and the diseases that correlate with being overweight. Doctors, health departments, and pharmaceuticals companies have been doing studies and research trying to find a medication to resolve this problem. In this desperation people who want to lose weight are trying products solely based on advertisements they see in the media. Big companies know ads influence people in many ways, therefore they use a variety of tactics to influence people’s minds. Some of them use repetition to make you remember, emotions to touch your feelings, and well-known famous people to show you trust. Some of these advertisements are more powerful than others and this is the case of QuickTrim ads. This advertisement is very effective, not only because it incorporates a well known famous person that “uses” the pill, it also shows a link to a reliable website that gives the prospective buyer health information and they use the repetition psychological fact to grab women attention.
This weight loss product’s advertisement was created to catch the attention of all women. The advertisement asks women how hot could they be and displays a picture of the sex icon Kim Kardashian. By doing this, the correlation between using the Quicktrim product and looking like Kim Kardashian is created. What woman does not want to look beautiful? The advertisement indicates that using the product shown will allow the person being targeted to look better than ever. The ad commits a logical fallacy by making the false correlation between taking the product and solving all of the users physical aesthetic problems. What if someone has an enormous nose? Will “QT” help? The product fails to specifically target an overweight audience but instead targets all women, making the ad less effective. How can you trust a product that makes a promise it cannot keep?
On top of the tactics mentioned before, the ad shows a link to WebMD (which is reliable website). Women who see this on the product’s ad would probably see these pills as a safe option. However there is information proving the opposite, an example of this is in an article on the Time Magazine July editions which contains an article that explains to readers that weight loss products are heavy on claims, but there is a scarcity of scientific proof. According to them, nowadays there are no products that could be considered “safe, effective and rigorously tested. They also mention that the U.S Food and Drug Administration (FDA) “(Park and Sifferlin 20) do not evaluate most weight loss supplements for safety. However with all this valuable information that could be easily found on the web, many women might be tricked into thinking this product is safe due to the advertisement containing a reliable medical website.
There is much psychological research that proves that repetition works very well in influencing people, and this ad is not the exception. If a woman sees the advertisement just one time she might ignore it, but if the ad keeps reoccurring then it will most likely catch the audiences attention. As it says on the website changingminds.org “Repetition creates a pattern, which consequently and naturally grabs our attention at first and then creates the comfort of familiarity.” (“Repetition Principle”). Familiarity subsequently hints liking more than dislike, companies know this and they apply it very well to their advertisements. Therefore even women, who are not thinking on buying the product, probably would unconsciously do it. In conclusion this advertisement is very effective, not only because it incorporates a well known famous person that “uses” the pill, it also shows a link to a reliable website that gives the prospective buyer health information and they use psychological repetition in various forms of media to grab women’s attention. There are many...
Cited: Celebrity Diet Pills: Take them or Leave Them? Huff Post Entertainment, 5 May. 2011. Web. 9 July. 2014.
Park, Alice, and Alexandra Sifferlin. “Dieters, Beware Supplements for Weight Loss are Heavy on Claims and Light on Scientific Proof.” Times 7 July. 2014: 20. Print.
Repetition Principle. Changing Minds, 2013. Web. 9 July. 2014.
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