More Brand Ads Spotlighting Obesity
These days, weight-loss programs aren't the only ones showing images of obese or overweight individuals, reports USA Today.
Whereas overweight people were in the past often used as the butt of jokes in ads, some marketers are now (carefully) using such images to inspire consumers to change their habits--with the help of their products or services.
Examples: Nike launched an ad this summer showing an obese runner jogging; Subway will in March 2013 runs ads celebrating brand spokesperson Jared Fogle's 15th anniversary of dropping hundreds of pounds and maintaining his weight loss with ads that show him at his former 425-pound weight; and Blue Cross Blue Shield of Minnesota has two new TV ads that show overweight/obese parents reconsidering their own nutrition choices after watching their children emulate their behavior.
Why is it now acceptable to show obesity in ads? "More of us are overweight, so it's a shared problem," says Valerie Folkes, marketing professor at University of Southern California.
Recent Marketing Daily Articles
-
Evian Launches Wimbledon 'Wiggle' Social Effort June 18, 5:20 p.m.
Evian -- no slouch at driving buzz during the Wimbledon tournament -- has come up with ... -
GMA/PwC Report: CPGs' Growth Slows Amid 'Rules' Shift June 18, 3:56 p.m.
Net sales growth rates for consumer packaged goods (CPG) companies slowed last year amid challenges including ... -
Industry Is Expanding In Advertising, Social June 18, 12:29 p.m.
Retailers are planning to spend big on more stores, digital technology and marketing initiatives in the ... -
Chevrolet's Fleck Talks Northeast Strategy June 18, 9:23 a.m.
Bill Fleck, Chevy's Northeast regional marketing manager, has a lot of work to keep him up ... -
Affluence Not Just For Affluent June 18, 8:58 a.m.
For affluent consumers, traditional media is still the way to go, per the latest monthly study ... -
Marriott Modifies Marketing Message June 17, 3:47 p.m.
Holiday Inn Express may advise people to “Stay Smart,” but Marriott Hotels wants to be more ... -
DeMoulin: Booming Licensing Show = Booming Business June 17, 9:05 a.m.
The Licensing Expo starting on Tuesday is the largest such event in the world, bringing 16,000 ... -
Kia Back To Rock At Vans June 17, 8:48 a.m.
Kia has a couple of cars it's pitching to younger people. What better place to do ... -
United Donates Miles To Make-A-Wish June 16, 11:17 p.m.
United Airlines is donating one million MileagePlus miles to Make-A-Wish. The donation, which is being made ... -
Barbasol Writes The Book On Manliness June 16, 5:22 p.m.
Barbasol is offering a decidedly old-school twist on masculinity, launching its new Field Guide to Manhood on ...
1 comment on "More Brand Ads Spotlighting Obesity".
Leave a Comment