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Summary: This is a 2-page paper that analyzes an exercise equipment ad. It has 3 sources in APA format.
The Ab-doer is a famous equipment for exercising one’s stomach. A brief glimpse at the ad reveals that it is well supported by testimonial and apparently very convincing “personal experience” of John Abdo. Sold at almost all of the online stores, the Ab doer is easy to locate. The ad attached has been taken from one such site . The target audience is obvious - consumers who do not engage in physical exercise on a regular basis. The phrase “just in minutes a day” simply shows that focus of the ad is to catch the attention of those groups of consumer who are too busy to engage in even the most easy of exercises – to walk and move their body a few minutes day. Terms like “fat” and “abs” target the consumer’s psyche of wanting to be slim but are constraint by their lifestyle and no doubt would catch the attention of the prospect buyer.
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An unaware consumer can easily be mislead into buying the product with the false hope that within days , use of the equipment will enable the individual to have a flat stomach. An article in the Time reveals that such equipment is often ineffective in their claims. Amanda Bower [2001, p. 54] also reports that the use of such an equipment can impair one’s muscle if not used in the prescribed manner.
The ad claims that the equipment is the easiest way to flatten one’s stomach by allowing the user to work and reduce upper and lower abdomen, obliques and lower back fats. It also claims that it burns fat and flattens one’s stomach in “just minutes a day”. There are no medical proofs that the use of an equipment will flatten one’s stomach but then there are no proofs also that the equipment will not burn out fat. Bower for instance noted research carried out by Steven Loy, professor of kinesiology at California State University, Northridge, showed that the claims by such exercise equipment do no burn out fat as much as they claim. Instead, it has been proven that the American physique is not designed for rigorous exercise to develop such muscles. Hence, in some cases when an individual has a history of non-activity or least exercises the use of these equipment will prove ineffective [Bower 2001].
Hence, the above analysis of the Ab Doer indicate that the drive to market one’s product as well as the use of marketing gimmicks often lead the seller to make great claims just so to catch the attention of the user. At times the claims are contradictory to the actual results especially in health related products. In this case it is a stomach fat reducing equipment, whose claim cannot be realized yet it is being marketed at a broad scale.
Reference:
- http://www.thane.com/html/products/hf/abdoer/abdoer.html
- http://www.all-best-stores.com/buy/ab-doer.htm
- Bower, A. [08-13-2001]. Absolutely Fabulous? The TV ads promise easy rock-hard abdominal, but studies show there's no such thing as a free six-pack. , Time, PP 54+.
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