Department Of Marketing And - Lingnan University Library

Understanding the promotion strategies of weight loss productsThe market researchers and advertising firms have used their special skills to educatepeople about healthy behavior. It is why there are many kinds of weight loss products and manybusinesses are successful. During the 1980s, the social marketing approach to health educationhas made an important contribution to the promotion strategies (Unicef, 1990). And, themarketers use a good promotion strategy in their advertising, they always emphasize that theirproducts are tested. And they ask specialists to prove that their products are reliable and useful.“Consumers are often influenced by experts who are assumed to be able to evaluate products inan objective, informed way” (Solomon, 1999).Another strategy is to ask the celebrities (or super starts) to promote their products.Women then will think that they can be as thin as the super star if they use the products.Another strategy for selling these products is, attractiveness and confidence can be achievedafter taking the products. It is very important, all women agree the phrase “it is better to bebeautiful”, not only the outlook, if their body shapes are thin enough, they will think that “awaist that a man can close his hand around” (New York Times, 1999). Women think that “abeautiful woman is not just admired, she is idealized, lusted after and envied” (New York Times,1999). In fact, those unattractive women are easily discriminated or laughed at. In order to gainthe confidence and attraction, some women tend to buy and use weight loss products.15