If you've ever watched Sportscenter or a game on ESPN you've probably seen one of the Nutrisystem for Men commercials. These commercials' primary targets are older, heavier-set men, probably in there 40s or later. They use legendary sports figures such as Chris Berman, Don Schula, and Dan Marino as testimonials for their product. This is an attempt at the appeal for a "need to achieve" from Jib Fowles' "Advertising's Fifteen Basic Appeals." These are all legendary sportsmen who have achieved difficult tasks, winning Superbowls and being inducted into the Pro Football Hall of Fame. This achievement makes the consumer feel as if they,themselves, can achieve something great, losing that extra weight.
This commercial appears to be very successful at selling its product. I would attribute this to an ingenious partnership with ESPN. Many of the networks audience falls into the target consumer of Nutrisystem. Another attribute to their success could be how recognizable and repetitively aired the commercials are.
http://www.youtube.com/watch?v=CSX4Y17vm2w
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12 comments:
I think this ad may be slightly successful mostly because of the need to affiliate oneself with a pro sports player. Also the flashing words, food, and nutrisystem is catchy and can grab one's attention. The before and after shots of the guys are typical of many weight loss commericials but always seems to work well. People will do anything to feel better about themselves, even if that includes eating something that might not be the best for them. Fowles' definately presents this idea of doing what it takes to better yourself.
Emily Andrae
I do not agree that it is the athletes and what they did in their playing careers that really helps sell nutrisystem. The idea that by doing this you are in some way affiliating yourself with these celebrities does help,its not what they did in their careers that sells the product. I mean most of those guys didnt gain weight until their careers were already over and they had gone to into Canton. What really sells the ad is the yes the celebrities, but also the promise of improved health, delicious food, competitive prices, and of course results.
-Andy Soukup
The before and after definitely draw the viewer in to learn more about the product. The appeals it focuses on heavily are need to achieve (the body of a sports player) and need to affiliate (because of the desire to be like a pro player). The "success" stories make the ad... successful!
-Tamara Kozyckyj
I completely agree with your assessment about the use of the need to achieve. I think Fowles would praise the ad for its use of celebrities. It implies that if these sports star can win super bowls, and achieve weight loss with nutrisystem, maybe the viewer can too
Antonio Rengel
I feel this advertisement does a great job in promoting their products. By have the person before and after picture, it really proves to the audience that by eating the food, the person can loose weight. In the reading by Jib Fowles the need to achieve is related to the advertisement. According to the reading “to accomplish something difficult” is clearly connected since losing weight is not an easy task. By having a quick solution to loosing weight it seems very appealing.
Mary Quach
This commercial plays on peoples (in this case men's) want to be skinny and in shape. This is one of the 15 Basic Appeals in the way that people want to look good and buying Nutrisystem will help you look better. It is also about conforming to the idea of being skinny because society wants us to be skinny.
Jeff Scheidegger
This commercial is for the most part effective in selling its product. Its target audience is obviously older males who have gained some weight since there younger years. Using famous sports figures catches the viewers attention immediately and has a big role in influencing the viewer to consider their product. This highlights Fowles' points of need for affiliation. The need to achieve is also a key point in this commerical as losing weight isn't always the easiest thing to achieve. This commerical attempts to convince the viewer that their system can help them loose weight and with foods that taste good and promise results appealing to psychological needs of the viewer. Williams' ideas can be seen through this commercial as well as it tries to sell an appealing lifestyle and identity, that loosing weight will make your life much better. Overall this commerical is pretty effective in waht it does and relates to both Willaims and Fowles main points
Kevin Nieuwenhuis
This commercial was a great idea for Nutrisystem to think of. It's great how they incorporated legendary athletes and reporters with a channel that the viewers can recognize. Having watched ESPN for so long already, I've seen Chris Berman an infinite amount of times on television. For overweight middle-aged men, having a sports celebrity that they know and feel comfortable with is important in the first step towards dieting. Great idea by Nutrisystem, seems like a very successful campaign of ads.
I think this commercial could be very successful. I personally find it really hard to believe "weight losing" products but I guess this product may work for some people. This commercial uses famous athletes and other well known sports people to target men into buying this product. This is a very effective trick when it comes to commercials. Many men want to be just like the famous sports men that they see on TV so why wouldn't they use the product to lose weight just like their idols?
Taylor Mack
Obviously sports is a big thing in our country, so using it to promote a product is highly effective.
Again the Williams perspective is lacking here. This ad is pressuring older men to be thin and famous like the celebrities on tv. I think Williams would say that this ad does more harm than good.
~Monica Schultz
What sells the the product in this ad is not the many accomplishments of the players in thier careers but that they descended from god status and became an average american with weight problems. Now even Dan Marino used our product to get back his divinity and you can maybe achieve the same.
Joshua Torres
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