In 2009 General Nutrition Corporation, also known as GNC, produced the weight loss product called QuickTrim. Since the product is endorsed by the Kardashians each ad features scarcely dressed Kim and Khloe Kardashian, and they all include phrases that bring attention to the way a woman may view herself like, “How hot can you be”, and “Do you feel sexy?”. GNC’s advertisements focus on the physical appearance of women rather than their health which shows that they attempt to sell sexy as a way to sell their product to everyday women.
The first ad might be found in the margins of a website and features Kim and Khloe Kardashian in very skimpy purple bikinis in front of a white background, with the phrases “How Hot Can YOU Be?”, “Keep up with Kim and Khloe”, and “Try the diet brand they love”. Other than the name QucikTrim there is no other mention of the product except for a small “Shop Now” button at the bottom. The use of the white back drop makes Kim and Khloe stand out even more in the ad, it draws the eyes of the audience to their voluptuous curves, before even knowing what the ad is for. Even after reading all the phrases there is still no other information about the product.
Ethos is created by the endorsement of the product by the Kardashians alone. They are known to have a large fan base which is why GNC used them to endorse their product, associating the product with a familiar face can make the product more memorable for the audience. Also using a high profile celebrity establishes credibility by making the audience feel that a product that is good enough for a celebrity would be good enough for them too. They also play on the name of their show “Keeping up with the Kardashians”, with their phrase “Keep up with Kim and Khloe”. A familiar phrase, just like a familiar face, makes the audience more comfortable, and more likely to trust the product. GNC’s use of a celebrity to gain the trust of their audience shows that they are not concerned about the...