Obesity Product Endorser
The topic of obesity product endorser has been one of the major subjects of FCC and FTC since America media has placed so many commercials on regular TV viewing using paid actors/actresses. The truth is people are more inclined to believe what their favorite star says and buy the product. The fact that this is just another acting part according to the consumer does not matter. An Obesity product endorser is being placed in television programming assisting with the placing of products and product messages in the body of the programs for compensation, claiming that broadcasters not only fail to identify their sponsors, but even worse, they fail to identify the ads themselves.
In July 2005, a settlement between the Office of the New York Attorney General and music recording giant Sony BMG, and the recent FCC guidance and proceedings concerning so-called video news releases (VNRs), have caused broadcasters to take new note of the law and focus on legality and potential exposure from the practice of product placement. The Wall Street Journal claimed that this type of ad placement was infomercials. Obesity Product Endorsers use the help of movie personalities in many of their infomercials.
The show, Minority Report by Steven Speilberg had more product placements in its show than any other TV show that has aired so far. Such shows as American Idol had placed Coke in front of the judges while Regis Philbins comment - let’s go to our friends AT&T to a contestant who needed to call a friend for help raised many eyebrows amongst public interest groups. This concern for violation of the FCC law made government officials start investigating more and more shows. Farther, obesity product endorsers have begun doing interviews on such TV shows as NBC’s Today show and the Montel Williams show just to name a few.
The aspect of doing a show completely around a product has been popping up all over TV Land. The Texas Rangers have had segments where the Rangers work out in a gym to keep fit with of course the Bow Flex complete gym. The star of the show and his wife who will remain nameless also does commercials for the company. The little added leverage by putting it in the show generates more sales. The fact that a star is an obesity product endorser and has his own program is felt by the public as a “plot placement” to gain better results in product sales.
Jenny Craig one of the leading obesity product endorser companies on the air use a movie starlet. The Bow Flex Gym companies actively enlists movie stars especially those with their own shows to endorse them and to use the product on their shows. Even the CNN has a segment where they use a famous doctor who promotes if you want good health and you happen to be overweight then diets are recommended. People who watch these kinds of articles, which they are suppose to be, not a commercial believe that if a physician endorses the products it must be good.
The South Beach diet, Weight Watchers, Jenny Craig and other well know products are known to be good diets that sometimes are endorsed by local physicians with a plan to help you lose weight. Obesity product endorsers who are doing info commercials for pay should not actually be promoting the products as such. The reason of course is that it is necessary for a physician who knows you to help you with most forms of diet especially if there are health issues at hand. The reason being that mass media cannot analyse the audience that they are playing to nor are they capable of knowing people’s health problems. People have a wide variety of health problems from diabetes, heart problems, cancer, colon colitis, etc. which might prohibit the use of a certain product. Admittedly obesity product endorsers do make the public aware of their obesity problems; however, they go beyond this awareness into actual remedies. When a famous actress stands before millions of people and says look at me I have used this product for years and now I have lost 50lbs or more and I never felt better she is promoting a simple cure for obesity. It strikes me that there is no simple cure for obesity or we would not have so many obese people.
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