The ad also says that it is America's #1 weight loss patch. Says who? Just them. There does not appear to be any proof that backs up any of the claims that they make in regards to this product. Advertising is an essential part of marketing. The intention of an ad campaign is to reach a lot in order to increase the demand for the products being endorsed. In this campaign the advertisers used Highlighting Features. The features of the product should be clearly stated. An advertisement campaign that talks on and on about a product without affirming its features will fail to do any good. A high-quality weight loss product campaign should start by discussing about that the weight loss product has been designed to help people lose weight fast, or lose weight safely or lose weight without regaining the lost weight. People who are troubled about losing weight may view the advertisement, but every person has their own preferred way of losing weight. Some may not mind the consequences, while others may be health conscious. Thus, an ad that does not talk about the features or the working of the product will not get a good reaction. Since weight loss is often a very sensitive issue, an ad agency should make sure that creative advertising is done in good taste (Advertisement Techniques: Creative Advertising Techniques and Tricks, 2010).

This advertisement was a good example of the use of highlighting features. It did an overall good job of highlighting the fact that this product could help someone to lose weight and keep it off permanently. It stated all of the features that they felt made this product the product of choice, with the main...

The advertisement was presented in a way that would make people read it from beginning to end.
When putting this advertisement to the TARES test it does well in some aspects and not so well in others. In the truthfulness aspect it did sate some truths, for example, that anyone can lose weight but keeping it off is a major problem. On the other hand the claim that this patch will allow for weight loses that will never return, seems a bit farfetched. The authenticity of the advertisement was overall mediocre. The entire ad was intended to be authentic, but some of the claims that were made were a little hard to believe. The advertisement appears to be respectful and had some equity to it. Overall it appears to be an effective product in helping people lose weight, it is the claims that they will never gain it back that leaves some room for questioning. The social responsibility of the advertisement was good. It was a product that would be helpful to those who were seeking help with losing weight.

References

Advertisement Techniques: Creative Advertising Techniques and Tricks. (2010). Retrieved May

1, 2010, from Buzzle Web site: http://www.buzzle.com/articles/advertisement-techniques-creative-advertising-techniques-and-tricks.html

Baker, Sherry and. Martinson, David L. (2001). The TARES Test: Five Principles for Ethical

Persuasion. Journal of Mass Media Ethics.16 (2&3), p, 148 -- 175.

Shape Patch. (2004). Retrieved May 1, 2010, from Shape Patch Web site:

http://www.shapepatch.com/offer/