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As Seen on TV

Body Works Personal Training Tips
Ernest Brandon

Community Columnist


Monday, October 18, 2004

As Seen on TV

Ernest Brandon

''If you use our new state-of-the-art Ab-flatner just five minutes a day for three weeks, you will lose 7-8 inches around your waist and you will achieve

that washboard stomach that you have always dreamed of.'' The commercial then shows you pictures of all the people it has helped. Then, right before the end, a doctor or a well-known athlete endorses the product and then claims how it helped them.

Have we all heard about the strongest fat burner pill in the world? It claims to be the strongest and most effective product on the market. Two things people love are value and convenience. A perfect example of these two things is a fast-food restaurant. First, the value meal provides a large quantity of food for a small amount of money, hence the value. Second, the drive-through provides a way to pick up your meal in a very short period of time without ever having to get out of your car, hence the convenience. Have you ever wondered why that food is so cheap, or are you like most people and try not to think about it. Advertisers get paid lots of money, to tell you what you want to hear. Then, they pay well-known people or actors to endorse their products. This is a common advertising ploy. As a professional in the fitness industry I spend a lot of time with my clients debunking exercise and diet myths that are seen on TV. Here is an example of how these advertisments work. I have a very good friend that was a well-known bodybuilder, and he got a very nice paycheck to endorse a well-known supplement that he never tried in his life. As a matter of fact, he didn¹t even think the product worked, but the

almighty dollar convinced him to endorse the product. He also had a before and after picture in the ad, in which there was about a five year difference

between the two pictures. The ad stated that these results happened in 30 days. These kinds of advertisements can be very convincing, most even offer a money back guarantee. The fact is, the advertiser understands almost no one takes time out of their busy life to send a half used product back for a refund, and if you do, you have to jump through hoops to actually get your money back.

In summary, if is sounds to good to be true, it probably is. If a product states that ''in only minutes a day,'' you can achive dramatic results, it is simply not true. As a experianced trainer I can attest to the fact that one must exercise on a daily basis and reduce their caloric intake to lose weight. It is physically impossibly to target fat loss on a specific body part, therefore if a product claims that it can reduce large amount of fat in a specific area it is proably a hoax. If you are still unsure about a product ask a local fitness expert or your doctor for advice before you spend your money.