The SlimFast “Yes I Did” commercial promotes the use of the
SlimFast beverage in combination with either a regulated or lenient diet plan,
for the ultimate goal of fast and dramatic weight loss. It begins with the
phrase, “Millions of people just like you have lost weight fast.” Audience is
immediately established as anyone viewing the commercial, and the product is
rendered accessible and effective. Because of the diction, specifically the use
of the general ‘you’, the viewers become the subjects of the advertisement and
the audience is broadened to an unlimited group. This effect also invites those
viewers that are skeptical of or intimidated by the weight loss process to
consider the SlimFast method, or at the very least listen to the advertisement.
The next audience description are the statements that discuss the methods of weight
loss. In the commercial, different ways such as “snacking it off” and “blending
it off”, are included in order to further broaden the audience and relate any
sort of eating habits to a potential system of weight loss. This detail appeals
to those unwilling or unable to maintain a strict diet plan, and simplifies the
means to reach the end goal – fast and easy weight loss. The last phrase, “Pick
a date, lose the weight” creates the impression that the SlimFast beverage will
work instantly, which serves as an appeal to the viewers who are desperate to
quickly shed the pounds.
The main stasis in Metrecal's 1960's commercial is Consequence. It is also known as Cause and Effect and can be found in most commercials then and now. Metrecal's cause and effect focuses on the benefits of drinking their product. The commercial states that if you drink Metrecal for lunch, you can eat whatever you want for dinner (within reason) and still lose weight. This might be a bit of a logical fallacy, since they never say how it works or how long you need to use it before seeing results. They leave their cause and effect open ended so you can come to your own conclusions. They also do this in order to save face if someone is unhappy with their product without having to admit to giving baseless information. Another stasis that could be applied here is Evaluation. When people see the commercial and hear what it has to say, they make up their own minds on whether the product is good or bad. This often goes hand in hand with cause and effect because most effects have po...
its funny how the ad claims that just by "shaking" or eating their products they will see results. they even say you can "snack it off," which is something you want to try and avoid when trying to lose weight; the phrase also has irony added to it.
ReplyDeleteIt's very interesting how Slimfast considers it's audience to be everyone, not specifically targeting it to people who actually want to lose weight, by using the phrase "just like you." While their catching phrasing may help them sell products, it also comes off as aggressive and illogical, which could sway the audience into not buying the product!
ReplyDeleteGreat post! In a sense, this ad is misleading because as you said, they say "pick a date, lose the weight," as if that will guarantee immediate weight loss, which is very unrealistic. However, the ad definitely drags its audience in and intrigues people who are looking to lose weight.
ReplyDeleteI agree with everything in this post. The commercial doesn't only reach out to health conscious, frequent gym-goers but the everyday person. You don't even have to be on a strict diet plan hence the pictures of pizza, chips, and the phrase "just snack it off". The women dancing at the beginning give the impression that consuming slim fast products lead to a happy and healthy lifestyle.
ReplyDeleteI think that the target audience for this commercial is actually those who have not yet started any form of weight loss, rather than anyone who is viewing the commercial. Although other people may be interested if they are already doing some form of weight loss, I think they would be less likely to be attracted to this product because of how it advertises such quick results. There is no quick solution to losing weight, you have to put in the work to achieve the results you want which is why SlimFast is more attractive to those who are inexperienced.
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