Case Study 2: Flat Tummy Co.

Julie Devaney’s essay discusses the fat shaming epidemic and its contribution to a culture of toxic shaming. Regardless of whether shaming works, she states that we all engage in some degree of compulsive behaviour. Devaney argues that people gain weight simply because they have restricted options and when they are manipulated into purchasing affordable, convenient foods that are designed to be fattening. She explains that these affordable, convenient foods not only contain additives that cause weight gain, but also make you addicted to their low cost and convenience. Moreover, Devaney continues on by saying that yo-yo dieting is a also a source for obesity. She says, prepackaged calorie-deficient weight loss-foods and magic herbal regimens

First of all, celebrities are ideal mediators for a capitalist consumer culture by representing ordinary individuals with extraordinary fame. By humanizing commercial commodities, celebrities present the comforting and familiar face of the corporal state (Hedges, 2009: 37). The association of a product with a celebrity essentially promotes the product, similar to an advertisement. Initially, a new product without any bit of credibility makes consumers wary. By merging celebrities that consumers are likely to recognize with a product, consumers are more likely to purchase the product due to familiarity. For example, if a new cereal brand were to be released to the grocery store, shoppers would be suspicious of the safety of its consumption. Televising a short advertisment of Lady Gaga eating that cereal brand humanizes the product and comforts the shopper to buy the cereal. This economical use of celebrities may benefit the corporal business, but leaves into question of the state of the celebrity as well as the consumer. Celebrities, or the ‘human pseudo-event’, act as role models, or at least influential points of society, for the consumption of the public. Hedges states, “Commodities and celebrity culture define what it means to belong, how we recognize our place in society, and how we conduct our lives” (Hedges, 2009: 16). Ordinary people

I have read countless articles online and in women's health magazines on. How To Make Your Tummy Flat, How To Get A Flat Stomach In A Week, Lose Tummy Fat Fast.

Celebrities do promote products, but that is not the dilemma. Sue Jozui in her passage, asserts that the use of celebrities to promote a producer's product should be boycotted because it misleads and insults the intelligence of the buyer. Jozui supports her position by first explaining that the audience is intended to buy items advertised based on the approval of the celebrity. She continues by stating, “Am I going to buy the newest SUV because an attractive talk-show host gets paid to pretend he drives one? I don’t think so.” The author’s purpose is to inform the audience to not buy a commodity based on the promotion of a celebrity, so that the advertisement does not mislead the consumer’s judgment. The author establishes a bitter tone for

It is no secret that modern day advertisements circulate around celebrities. This is not new. Unfortunately the propaganda does not end with a pop icon saying how much they love the product. Take the Kardashians, for example. Kim Kardashian created her fame around her body. She was displayed in a Carl’s Jr. commercial where the focus of the video was hardly on lettuce. The commercial says, “Who says salads can’t be hot?”. Following the release in January of 2010, there have been 258 million media reports on the advertisement. There must be some reason why the response to this thirty second video was so overwhelming. The Kardashians are the most well known family in America. We look at magazine covers and think; Why is this headline news? The Kardashians are hardly regarded as successful business people. Kim has created a culture through a video game that made roughly $100 million since the 2014 launch. It is ridiculous, but besides the absurd plot of the game, it is remarkable that the revenue was so large. Kim’s sister, Kylie Jenner, at 19 years of age launched one of the most successful cosmetic lines of 2016 with a net worth of $10 million. There is no denying that the Kardashians are more than their appearances. However, it is common to see television, film, and propaganda ridden with sexual innuendos. These “harmless” comments are the reason strong woman are disregarded for their achievements and praised

In a society where ones’ pants size measures their self worth, it is no wonder why fad diets, have taken over in the struggle to lose weight. Over the past few decades, Hollywood has painted an unattainable image of the perfect body. Although many celebrities' physical appearance may appear healthy, the measures taken to obtain their body shape can cause numerous health risks. It seems as though, every time people turn on their television, or flip through a magazine, there is a new diet claiming to “melt away” the pounds. Many of these "miracle diets" do take off weight- temporarily. But which diets really work in the long hual?

Many companies are using celebrities to promote for a certain kind of product. Sue Jozui in her passage, arguing that using celebrities in advertising are insulting the intelligence of the audience, and this kind of advertising should be boycotting. The author supports her argument by first giving examples of celebrities using some kinds of products and promoting for them, she continues by calling authorities to stop this kind of advertising. The author’s purpose is to show that using celebrities in advertising is misleading and insulting in order to stop this kind of advertising and legislate rules and guidelines for advertising. The author Sue writes in critical tone for consumers and authorities. However, the consumers are not forced to buy anything and it’s their responsibility to evaluate the product.

In this article we see a celebrity endorsement deal being made between NBA Player Russell Westbrook and Jack Threads, a men’s retail website. A new line of frames being named, Westbrook Frames Silver Series, will be released with a heavy influence on Westbrook image. This article creates insight on consumer behavior as the celebrity endorsement of Westbrook adds value to these frames while creating a para-social relationship to consumers.

This diet debunk will identify one popular fad diet and one popular over-the-counter weight loss product. It will explain how the diet and weight loss product work. The diet and weight loss product marketing techniques will be examined as well as providing examples of these techniques. Pros and cons will be given for the diet and weight loss program. This diet debunk will determine if the diet and weight loss program come from a reputable source. Last but not least, psychological, cultural, and social media influences that may play a role in an individual’s choice of diet and weight loss product will be examined.

One crucial statistical fact that has helped Bally's to market aggressively is that The International Health, Racquet, and Sports club Association (IHRSA). Estimates there were approximately 41.3 million adult members of fitness centers in the U.S. in 2004, up 61 percent from 10 years earlier and 4.8 percent from 2003, with continued growth expected as health and fitness remains a priority for many consumers (Bally's Corporate Website, 2006). An alarming amount of Americans is putting on the pounds, with some figures suggesting that two-thirds of Americans are overweight or obese. The increasing amount of Americans gaining weight is causing the fitness industry to grow in earnings. Market data Enterprises Inc. reports that the weight loss sector is a $49 billion industry with expected growth of more than 10 percent annually in the weight loss center and meal replacement segments. With cross promotion of their products in other retail outlets and through other means such as apparel, nutritional items, and other fitness the company is a leader in marketing success as well. Demographic shifts seem inevitable and the potential for growth in the fitness industry looks to continue. Bally's: Healthy Starts/Healthy Hearts is the new marketing campaign and strategy that the company has ventured to employ to keep the

Have you ever wondered why celebrities advertise for products that you wouldn't think the celebrity would ever use? There are many reasons why a celebrity would advertise for a company like McDonalds or Pepsi. In return children and teenagers are greatly influenced by these celebrity endorsements. These celebrities don't use the products that they appear to use in advertisements, they get payed a lot of money to make it look like they use certain products.

We live in a celebrity-fixated world where celebrity endorsements have become common practice for advertisers, marketers and PR professionals. They provide brand recognition, create buzz and help drive sales. Since the early 20th century, radio programs had brand sponsors, and hosts grew to be associated with their sponsor’s products. In the decades that followed, we started to see movie and television stars appearing in endorsements for tobacco brands, athletes appearing on the front of Wheaties boxes, and even Hunter PR’s own client, Jell-O, in partnership with Bill Cosby - one of the longest spokesperson relationships in history dating back to 1974.

The number of false advertisements in fitness industry have increased in the past few years. Now is the prime time to tell people that they should not blindly trust these advertisements and try to do a little research or consult any health care practitioner before using the product or the service. Radcliffe (2016) claims that “Sadly, one-third of adults and 17% of children in the U.S. are obese, and weight loss drugs have become a big business”

This literature review aims to provide a comprehensive account of the different theories which will provide frameworks for answering market research questions relating to “The impact of celebrity endorsement on a customer’s buying behavior” and using celebrities in advertising and endorsing different products. Various Theories selected within this literature review are those which constitute a core of consumer buying behavior theory in relation with the marketing principles. In particular, the literature is also reviewed which genuinely examines the influence and impact of celebrities in advertising and endorsing various consumer products.

Based on several researches held by Baker IDI Heart and Diabetes Institute, the ‘Fat Bomb’ is ticking in Australia. It is stated in one report that ‘Numerous reports from various sources provide undeniable evidence that the prevalence of overweight and obese Australians has continued to increase at alarming rates in the last few decades.’ (Tikellis et al. 2008) Also, there is a growing concern among people. What’s more, McCluskey (2014) said that ‘the pills that claim to make you slim and trim are an integral part of Australia 's billion-dollar weight-loss industry.’ So, it is obvious that macro environment implies a large market for our product.