The Ab Carver Pro is a small, wheeled workout device intended to tone your arms and flatten your stomach. The AbCarver Pro has a ‘kinetic engine’ that works “like a built in coach”
Partial transcript of the Ab Carver commercial:
Now, a lean flat stomach and beautiful toned arms can be yours with the new abs and arms workout, the Perfect Fitness Ab Carver Pro. It’s a revolution in stomach flattening, arm toning results. Just extend and return for the long lean muscles you want. Inside is the kinetic engine that works like a built in coach! It coils up on the way out then it assists and pushes back to make your workout easier. Crunches are hard to do, they hurt your neck and back and do nothing for your arms.
Key wording and phrases in the Ab Carver TV commercial:
It’s a revolution in stomach flattening, arm-toning results: The word revolution is defined as “a sudden, complete or marked change in something”. Since similar devices for ab workouts have been around for at least 40 years, this device may not actually be revolutionary.
The Abcarver Pro is over 100% more effecting at toning your triceps than a standard bent-knee crunch: The words “100% more effective” are displayed in giant text while the words “..at toning triceps than a bent knee crunch” are in much smaller lettering. Because a bent-knee crunch does not, nor is intended to work your triceps, this statement is true, but meaningless. Many might consider this statement as an attempt to deceive the viewer into thinking that the Abcarver is 100% more effective at everything, particularly working out the abs which based on it’s name is it’s primary function.
The Abcarver Pro was invented by a US Navy SEAL: “US Navy SEAL” is in red letters, “SEAL” is in all capitol letters as if to imply that because it was invented by a Seal, it will work better than anything else. However the Ab Carver commercial does not provide any scientific data to support this implication.
..is the number 1 core and abdominal trainer: In very tiny lettering we can see that this claim is based on a “rank” on Amazon.com in March 2013. As of April 2013 the Ab Carver Pro is still listed on Amazon as the #1 selling “core strength and abdominal trainer”. It is important to note that sales data or popularity of a product do not necessarily relate to it’s effectiveness. It could be argued that the product with the most frequent TV commercials tend to have more sales, regardless of their effectiveness.
…you can be sure it will eliminate those flabby arms and carve your stomach flat: This claim is made just after the “number 1 core and abdominal trainer” claim above. It is important to understand that high sales of a product will have no direct correlation on making you “sure” of anything. This use of the words “you can be sure” could be understood by many people to think that this product is guaranteed to work, or that there is no way it can’t work.
Visuals: During most of these claims the perfect bodies of very fit people are shown. Each having perfectly flat and toned abs and arms. At no time during this commercial is it stated that these actors used the Ab Carver to achieve these results. It is entirely possible that these people had never even seen nor heard of the Abcarver before filming this commercial. Some people might assume that because these actors are using the product, they used it to look the way that they do and might also assume that by purchasing the Ab Carver, they can and will end up looking like these actors, which is unlikely.
Did this TV commercial fool you? Let us know!