“The Button” – Slendertone available from www.SlenderTone.com
This advertisement shows us beautifully fit people and the Slender Tone stomach toning belt
What the announcer says in this commercial:
This is the button. The button that starts the journey to where you like what you see and they like what they see. The button that give you that I can take mine off feeling. That, bikini is going on feeling. The button that means a firmer more toned stomach in 6 to 8 weeks. This is the button. Slender Tone. Start here.
What we see during the commercial:
Throughout this ad we see very fit, very beautiful people lifting their shirts and exposing their abs, taking off their shirts, walking in their bikinis – all with perfectly flat stomachs and tight abs.
The single claim made in this ad:
- What the commercial said: The button that means a firmer more toned stomach in 6 to 8 weeks
- What many people might assume this means after seeing this commercial: The SlenderTone will make me lose weight and get a flat, toned stomach and abs in only a few weeks
- What it really means: The commercial says only that “the button” (meaning, the button on the SlenderTone device) will give you a firmer, more toned stomach in 6 to 8 weeks. Firmer, and more toned does not mean you will lose weight and does not mean you will lose body fat and does not mean that your abs will pop and look like the models in the commercial. The commercial also does not tell us how much “firmer” or toned our stomach will be after 8 weeks, only that it will be “firmer”, meaning simply, more firm that it was before you started using it.
This ad uses visual imagery that may lead some viewers to believe that using the Slendertone will help them to lose weight or have flat, rock-hard abs, like the people shown – however the commercial never actually makes any such claims.