IMC4 - MKT 411 IMC 4 Advertisement Source Shape Magazine...

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MKT 411 9/23/2008 IMC # 4 Advertisement Source: Shape Magazine, September 2008 Issue The advertisement illustrates refutational appeal because it presents both sides of an issue. The ad indicates, “MMM…Don’t you love the chocolatey taste of not watching your weight-watching?”. This message directly appeals to individuals watching their weight or on diets and at the same time appeals to the chocolatey taste that “normally” dieters do not allow themselves to consume because of calorie/fat content. The message is very appropriate as it appeals to both sides of the issue which are taste and low-calorie. The advertisement positively impacts the way consumers in the target audience respond to the advertising campaign because of the message and the photo of the “Mini Delights”. Personally, I purchased the magazine to assist me in losing the last few pounds of my baby weight and I figured the magazine would be a source of information on weight loss tips and motivation, as well.
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IMC4 - MKT 411 IMC 4 Advertisement Source Shape Magazine...

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