Introduction
One example of TV commercial that is depicts an age-old myth about men and women is the one titled, “ Ike Berger Informercial. ” The informercial talks about a premium way through which the people can be able to lose significant amounts of weight per day. The commercial targets people who are not proud of their body but have not time to be exercising for more than 5 minutes a day. The product on offer is a cord so strong that is used in Bungee jumping today and it was used by Ike Berger to win in weightlifting championships. According to him and the rest of the team, this simple cord is able to cut the work-hours by half while doubling the impact of these exercise in their bodies.
Myths in the Advertisement and how they Maim
The popular misconception in this case is that happiness is for sale and self-confidence can be found quickly for the right purchase. Those that want to change their own bodies and get rid of the slabs of mean and instead make room for good looking abs and thighs (Kramer, 2006) . The advertisement also uses a heavy-weight model to show what it means to be ugly and a skinny one to present the ideal body after regular 5-minute work days. Although Ike Berger, the Olympic champion, was once a structure of beauty, today he is old and looks nothing like the young would like to do after working out.
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There are several reasons as to why the advertisement is mythic in its approach. According to the commercial, it is only the skinny women that are considered to be sexy and attractive (Cronin, 2012) . The skinny people are always shinning and smiling throughout the commercial and thus appear like the figure that is guaranteed to make everyone happy. When describing getting rid of the weight the narrator uses the term “ugly blobs” alongside the image of a woman with a big body. This advertisement thus makes women of that size feel unworthy of being attractive. Nevertheless, that might not be true.
Another myth that is present in the advertisements is that with the right purchase, self-confidence can be quick to find (Kramer, 2006) . The advertisements mentions those that are tired of constantly having to hide their own bodies and flags them as the individuals to be the right ones when it comes to using the “5 minute power-shaper.” To promote this shortcut to the ideal body, the advertisements even goes on to shun gym going claiming that they claim a lot of effort and are generally boring and expensive (Alozie, 2016) . However, with the exercising cord the right areas in the body will be improved while it is also applicable to the members of different age groups.
It is possible that all the mentions in the advertisements are so far lies and mythical. The individual’s state of being, for instance, does not appear to be true. When saying that going to the gym is not as beneficial as it appears to be initially, the actresses have these bored expressions of people being forced to do exercises in the gym (Cronin, 2012) . Nevertheless, when it comes to those using the cord in question, they have looks that are exaggerated and anguished which is weaker than the looks given by those in the gym. This shows that it might not be very strenuous to use and if that is true, then it does not make sense for the models to pretend to use it.
Similarly, the grandmother in the clip seems to have everything in check yet the activity does not look beneficial to her. On the contrary, she looks as if she is only lifting her hands up in a specific manner (Alozie, 2016) . Similarly, if the gym has several disadvantages, then it is clear that the power cord will have the same too. One of these is the risk of causing an accident. Since the product is meant to use both hands and the feet, it is possible that pulling the cable could result to its slipping and smacking one right in the face. This and the potential ineffectiveness of the product could mean that the venture is not productive for the user.
The advertisement is mythical because it pushes the belief that those who are not of a particular body-type are not beautiful and should try doing something about it (Kramer, 2006) . That is not true because people were built differently and it would not be right to say the other one is unlucky. Not many women have such slim bodies like the ones depicted in the commercial thanks to reasons such as giving birth and genealogy (Alozie, 2016) . This means that the individuals will have low self-esteem for comparing herself with others who have not been through the same and might have used other daring processes of remaining skinny. There is also a possibility that they do not use healthy methods yet others want to be like them.
Conclusion
The advertisement is selling confidence and happiness which are guaranteed with every purchase. However, that could not be further from the truth. By analyzing the different elements in the video, it is clear that the product might not be effective in the way that the people need it to be. On the contrary, it is a product that will make them feel good about their choices for a while and then push them into finding other solutions. The myths in the above advertisement can actually maim.
References
Alozie, E. C. (2016). Advertising in Developing and Emerging Countries: The Economic, Political and Social Context. Boca Raton: CRC Press.
Cronin, A. (2012). Advertising Myths: The Strange Half-Lives of Images and Commodities. Ambingdon: Routledge.
Kramer, M. (Director). (2006). Ike Berger Infomercial [https://www.youtube.com/watch?v=6CyaSNTRo6Y].
