The SlimFast “Yes I Did” commercial does not present a
strong appeal to its audience’s logos. In the beginning, the audience is shown
a disclaimer that states, “Individual results may vary. Based on the SlimFast
Plan (a reduced calorie diet, regular exercise, and plenty of fluids).” This
phrase is written in a faint white color, which at first glance, is barely
noticeable and difficult to read. Though it is included, and it is a logical
appeal, the audience is not compelled by the commercial to consider the logical
aspect of weight loss. Next, the commercial mentions that a “sensible meal is
all it takes” to lose weight. While this is a logical fact, the commercial
transforms the appeal to logos into one to pathos by showing a whole pizza, a
calorie-filled and fairly impractical weight-loss meal. To further enhance the
idea of a lenient diet as a method to lose weight, the commercial states the
various ways one can achieve their goal – “shake it off, crunch it off, blend it
off, you can even snack it off!” By listing these “procedures” of weight-loss,
the commercial uses illogical reasoning to appeal to those viewers who are not
motivated to follow the strict regimes actual healthy weight-loss entails. The
two facts that are appeals to logos, the 20g of protein and 1g of sugar, are
briefly stated and overshadowed by the other, more unrealistic appeals such as
eating pizza to lose weight.
In the (Diet Drink) - Metrecal Commercial (1965) , it promotes a new and sweet way of losing weight: through a protein-filled milkshake. While doing this, it seeks to gain the interest of different groups, in which it succeeded. The commercial first begins by saying, “Here they come. The slim ones. The trim ones. Who are they?” By beginning the commercial with physical descriptions of the people, the author immediately catches the attention of two audiences: People who are slim and people who desire to be slim. This is because if a slim or trim person is watching this advertisement, they would be eager to know how the author identifies the slim and trim ones; as it relates to them. The second audience, those who desire to be slim, will be curious to know why there is a commercial specifically being made about slim and trim people. Moving forward, the author of the piece then says, “They’re the Metrecal for lunch bunch.” At this point, the author is appealing to those who yearn to belon...
Great analysis! I feel like the writers decided limit their use of logos in order to attract their target audience further. I imagine that they used the phrases, "shake it off, crunch it off, blend it off" and, especially, showing the pizza to make the audience think that they can still lose weight while basically eating whatever they want which we know isn't true for most people.
ReplyDeletePelumi Olufuwa
Nice post! For sure, the producers of this commercial wisely chose not to incorporate a strong appeal to logos because in reality, this weight loss system does not seem very logical. It definitely aims at targeting the emotions and desires of its audience much more than providing them with health facts, and the truth.
ReplyDeleteYour analysis was spot on. The commercial used illogical reasoning to attract people who are not motivated to follow strict weight loss plans. By hiding the "individual results may vary" they are deceiving potential customers because if they realize they're not guaranteed to lose weight they would be less likely to buy their product.
ReplyDeleteI really liked your analysis of the companies reasons for not including much logical appeal in the ad. I feel like if they did, they would have to reveal the secret truth about slim fast, which might not be all that convincing, especially when trying to convince consumers to buy their product.
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