Like this article? PLEASE +1 it! Evan Signature
Evan Carmichael Top Header
Share for a Cause









Weight loss commercial is thin on credibility

Written by: Ross Fattori

Article Overview: Images should match the products you're trying to sell

Free Download - Are you a no show? By Ross Fattori
Name: Email:

Weight loss commercial is thin on credibility

With TV commercials, the visual elements that appear on the screen are just as important as the words that are spoken. When the images don’t match the product, it can lead to serious credibility issues.

There’s a weight loss commercial currently airing on TV that has a serious credibility problem. It’s a standard weight loss-type commercial that’s delivered in a dramatic fashion – until the very end.

As the commercial draws to a close, the weight loss doctor is seen striding down a corridor holding a clipboard, alongside his assistants.

Here’s the unbelievable part: the assistants look very officious, but they’re all overweight! I thought my eyes were playing tricks on me until I watched the commercial a second time. No: I saw it correctly.

Overweight people appear in all types of ads and, as Jerry Seinfeld would say, “there’s nothing wrong with that.” But shouldn’t people who appear in weight loss ads be reasonably trim? They don’t have to be trim like Angelina Jolie or George Clooney, but they should be on the slimmer side.

The folks in this commercial aren’t the “before” folks whose bodies appear thinner and buffer in the “after” shots, after having used the service. No, these assistants are purportedly part of the weight-loss team that wants to help you to shed some pounds.

We’ve all seen commercials that sell nautilus equipment and exercise bikes. The people who appear in the ads are always ripped and buffed, and we all know we’ll never look like that. But the underlying message is that by purchasing this equipment you could look this fantastic.

Sex, beauty and glamour are huge selling features on TV ads. But it’s all part of the dream, a dream for which we are willing to suspend our disbelief in the hope that we can become transformed.

And if the dream is to be believed, and bought into, then the images on the screen must match the products you’re trying to sell.

Related Articles
  The Keys to Outrageous Healthiness
  Common Strategies To Find Biggest Loser Weight Loss Program
  How To Maintain Life After Biggest Loser Weight Loss- Part 1
  The Biggest Loser- The Best Route To Your Weight Loss Journey
  What Losing Weight Can Teach You About Marketing

Home > Marketing > Ross Fattori > Weight loss commercial is thin on credibility
Article Tags: angelina jolie, clipboard, credibility issues, credibility problem, disbelief, dramatic fashion, dream a dream, exercise bikes, george clooney, glamour, images, jerry seinfeld, nautilus equipment, overweight people, second time, tv ads, tv commercials, visual elements, weight loss ads, weight loss doctor

About the Author: Ross Fattori
RSS for Ross's articles - Visit Ross's website

Ross Fattori has more than 22 years' sales and marketing experience in newspapers and in the publishing industry. Throughout his career, he has served clients in the automotive, retail, real estate and manufacturing sectors by composing winning copy and designing dynamic ad layouts, brochures, direct-mail pieces and newsletters. Mr. Fattori is also journalist who has written extensively for newspapers, magazines and specialized publications across Canada. His writing credits include The Toronto Star, the Toronto Sun, Marketing Magazine, and dozens of periodicals and newspapers. Mr. Fattori writes a blog about marketing, new media and business trends at www.rossfattori.com

Click here to visit Ross's website
Dashed Line

More from Ross Fattori
10 reasons to contact your customers today
Advice for retailers during tough times stay positive
Blagojevichs silence speaks volumes
A public relations coup
Seven easy ways to promote a new product or service


Related Forum Posts
Justin Timberlake Commercial Justin Timberlake Commercial - I'm almost ashamed to say that I actually "got" that commercial before the end. It was still stupid and I expected better from him and Pepsi, but at least I got what the ad was trying to say. There were a couple that I have no idea what the real point was. If you don't get the point and if you remember the cute commercial, but forget what it was promoting -- it seems the advertising people aren't doing their job. Yet, they still get paid - hmmmmmm The Victoria Secret commercial was really weak. But, the Clydesdale commercial was great - that was my favorite by far. Chris
Re: Help needed in starting a company in Patent Analysis Re: Help needed in starting a company in Patent Analysis - It is well worth while running the question about the software tool by a lawyer - particularly since the existing company is going to be harmed several fold - i.e. loss of staff, loss of customers and perhaps loss of unique rights to the tool. My gut reaction would be to name a spokesperson to speak to the senior manager about the issues - without mentioning any threats of leaving, names of your future partners, competing or use of common tools. For sure you will run into them later so it makes sense to attempt to resolve differences now and only when it becomes impossible to do so or the opportunity to create a new firm becomes so attractive that you actually do leave. I don't envy you .... Terry
real estate real estate - Would Reid call these recent economic indicators as more "good news" like he did the loss of 36,000 jobs? On the real estate front, new home sales are collapsing again, existing home sales are also falling sharply and construction activity (both residential and commercial) is sharply down.
Standing out among the men Standing out among the men - Hi Sara, I worked in Fortune 500 companies for 13 years and have run my own business for 10. Getting clients that are women, especially through women's groups is much easier. Most men are more commodity-driven whereas women are relationship driven. So depending upon your business, you may not be able to compete as a commodity. My business is very relationship-driven. I have a lot of male business owner clients. However, that only came after I had clearly established community expertise and credibility. I got my own radio show on NPR and I got a lot of business after that. Networking is HUGE. I believe in giving away tons of free information. People who don't wish to become a client and engage your services after you've talked to them at length are not people you want as clients. However, good people become clients at this point. They realize your knowledgebase and expertise. Also, your website needs to sell. Even if you simply have a LinkedIn website. I happen to have a public and private LinkedIn profile as well as a commercial website for my business. I've had a lot of folks tell me that the website convinced them to call me. I can't overstate the importance of establishing credibility through a forum where you are presented to the public as the expert. Check out Joan Stewart's publicity hound newsletter.
Re: Hot Stock Tip! Re: Hot Stock Tip! - So if $10.86 is the highest the Freddie Mac shares went, your stop loss (cut and run) price (at 25% down from the high) is $8.14 (if my sums are right) so you're position is no longer exposed - provided you stick to the system and don't get emotional, oh, and are also able to execute quick sale as soon as your share price hits the stop loss figure!!! GOOD LUCK!!


Recommended Article for You close

  The Keys to Outrageous Healthiness

Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.



Featured Article


Bottom Footer
Share for a Cause












Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Name:
Email:
Popular Articles

The Future of Online Marketing

Promoting your company and self with verve

Winning Market Share in a Tough Economy

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.