The Weight Loss Testimonial
Here is a closeup of an old advertisement for Ayds Weight Loss Candy:
You can see the full ad here: Ayds Ad Jean Hunter: Click to see full size ad
The ad goes through the same story as every testimonial for any weight loss product I’ve ever read:
- A before and after photo with derogatory remarks about the before.
- A profession that the person had ALWAYS been fat.
- A series of confessions about the pain of being a fat person.
- More confessions about all the other plans, pills, and products that the person has tried.
- The incredible shame of being fat, especially in regard to family members: i.e. “My poor husband!”
- The gratitude of finding the miraculous product that made her slim.
- The joy of being slimmer than a past rival (sister, brother, friend, etc.).
- The act of trying on old clothes that used to fit.
It seems like ALL testimonials have most (if not all) of these ingredients. This advertisement is from 1969, but I remember reading testimonial ads like this in Seventeen Magazine when I was a teenager in the 80’s. I’ve even seen similar ads from the 1800’s. This is a formula that has been used to deceive us for a LONG time.
Ad via: Found in Mom’s Basement: Vintage campign for Ayds weight loss candy
You can read the full ad here: (more…)