Selling dreams: an overview of slimming products' advertisements in Switzerland.

Details

Serval ID
serval:BIB_AAFF20FF70CD
Type
Article: article from journal or magazin.
Collection
Publications
Title
Selling dreams: an overview of slimming products' advertisements in Switzerland.
Journal
Obesity Facts
Author(s)
Droz N., Marques-Vidal P.
ISSN
1662-4033 (Electronic)
ISSN-L
1662-4025
Publication state
Published
Issued date
2014
Peer-reviewed
Oui
Volume
7
Number
5
Pages
282-288
Language
english
Notes
Publication types: Journal Article Publication Status: ppublish
Abstract
OBJECTIVE: The aim of this work was to assess weight loss claims of slimming products available in Switzerland.
METHOD: Between May 2008 and February 2013, 31 advertisements for 13 slimming products were analyzed.
RESULTS: Total daily weight loss claims ranged between 300 g and 1 kg. 84% of the advertisements included the photograph of a woman, 61% showed a picture of a person before and after using the product, and 51% claimed that the product had improved marital relationships. The terms 'natural', 'miracle/extraordinary' and 'scientific' were present in 92%, 77% and 31% of the advertisements, respectively. Cost for one package of the product ranged between CHF 49.00 and 59.00 (USD 52.00 and 63.00), and no correlation was found between cost and weight loss claims. No differences were found for weight loss claims according to presence or absence of a picture or of the terms 'natural', 'miracle/extraordinary', and 'scientific'. Assuming that 5.3% of readers bought the product, yearly revenues would range between CHF 12.5 and 33.8 million (USD 13.4 and 36.2 million).
CONCLUSIONS: In Switzerland, advertisements for slimming products use positive and reassuring terms to attract consumers, which are lured by unreachable, false promises of rapid and easy weight loss.
Pubmed
Web of science
Open Access
Yes
Create date
18/11/2014 15:23
Last modification date
20/08/2019 15:15
Usage data