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The Sagging Hanger
Advertising can have very powerful effects on people. The ad that I chose to write about is selling Special K cereal. Our society as a whole has become an overweight society so food companies are jumping on the bandwagon to come up with the lowest fat food, or the lowest carbohydrate product. They want to be part of the solution not part of the problem. This particular ad is trying to persuade us to eat less so we can take inches off of our waistline in three weeks. In secret this ad is really trying to sell a thinner waistline. These days our society is so obsessed with weight loss, and appearance, that advertisers can use a simple coat hanger to sell a box of cereal.
For those people who are overweight or just need to loose a few, ads like these really grab your attention. This particular ad is geared toward women who would love to achieve the impossible hour glass figure. Society has drilled into our heads to be thin or be judged by other people for being overweight. To me this ad is really selling “eat very little” not eat healthier. The first way that they grab your attention is by the dark bold red background. Then they use two oversized hangers, the top one happens to be bigger than the second one, sagging in the middle from the weight of larger pants. Inside of the drooping hanger the text reads “Replace two meals a day with a Special K cereal meal.” The second coat hanger, placed more in the center of the page, is virtually perfect. The hanger doesn’t sag in the middle because the pants that were hanging on it weren’t as heavy from extra material. Inside of the straight hanger the text reads “You could lose up to one pant size in three weeks.” Lastly, at the very bottom of the ad two different flavors of Special K cereal sit. The picture on the box has a women’s’ waistline with a tape measure around it in place of a belt as if to show us how many inches thinner she is now from having eaten Special K cereal. Underneath the cereal box it reads Help Yourself.
For some people who think or know that they need to lose a few pounds ads like this one really pull at their heartstrings. Society has drummed up this image on how we should look; perfect skin, perfect breasts, perfect waist, perfect everything. Not an ounce of fat shows anywhere on the body. Everywhere we turn we see this, whether it be on billboards, magazine ads or TV we are surrounded by perfectly beautiful women. So now a days most people find themselves embarrassed about being overweight and are willing to do whatever it takes or try whatever it takes to shed a few pounds, to achieve that perfect figure. They have probably spent most of their lives being judged by other people in our society about how they look. Most of us have even tried alternative methods of weight loss, but to little or no success. So when we see ads like this we think, wow in just three short weeks I can drop a pant size just by eating Special K cereal. Can it really be that easy? People are persuaded to buy the cereal so they can, in just three weeks, have the hanger they have always dreamed of.
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The ad states that all you have to do to lose inches off of your waistline is to replace two meals a day with one cup of Special K cereal and / cup of skim milk and in three weeks you can loose 0.8 inches from your waistline. Nowhere in the ad does it promote you to exercise. Nowhere in the ad does it advise you on what other types of food you should eat for the last meal of the day. It doesn’t explain what kind of snacks, if any, you can have. Our society wants us to be thinner and more appealing to the male eye, but ads like this only sugar coat what really needs to go into weight loss. We have failed as a society to educate people on how to eat properly and exercise.
This sets off our drive for the need to achieve. The advertiser wants you to believe that you can achieve the loss of a pant size. Do they really want us to succeed? I think they want us to be somewhat successful so that we will still by their product. As I stated earlier in the essay that this ad is geared toward women and not men. The picture one the box has a women’s waistline. I think women in general always have their figure on their minds so they can be more appealing to men and other women around them. They feel the need to be accepted. We set goals for ourselves and try with all of our willpower to stick to them. We have to endure the pain of hunger throughout the day from replacing those two meals a day with a one cup Special K meal. We use our willpower when we walk past those vending machines and see the Snickers bar or the bag of Dorritos. The obstacle that the advertisers really want you to overcome is yourself. Having self control by skipping two meals a day and replacing them with the Special K cereal gives you the drive to obtain that impossible figure that you desire.
The part of this ad that I find the most humorous is at the end. It says to “Help Yourself”. Help yourself, to only two measly one-cup servings of Special K cereal a day, plus one regular meal. A lot of people will actually buy into this promotion. Starve yourself so you can be thinner and accepted by our peers in society.
This brings up the need for attention, whether wanted or not. We have become obsessed with what people think of us. Even though we are told it doesn’t matter what we look like on the outside it’s what’s on the inside that counts. That saying is much easier said than done. People always have and probably will judge us or look down upon us for what we look like. People will start noticing me for being thinner. I will finally start receiving positive attention from my peers instead of negative attention. When I walk into a restaurant people won’t turn around and stare or point at me. I will finally be able to wear those sizes whatever pants and not have to bend my hangers anymore. People will start paying attention to me and noticing me because I am thinner.
In conclusion this ad is trying to sell a cure for being overweight. As I have stated earlier though, Kellog’s the maker of the cereal doesn’t promote any other type of maintenance. Two cups of cereal a day isn’t going to solve the ultimate problem. What happens at the end of the three weeks or when you have actually achieved this goal of losing a pant size? Can the person start eating again? Or do they have to eat Special K cereal for the rest of their life to maintain that perfect figure. This ad wants you to buy Special K for the rest of your life to keep your newly found beautiful figure.
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