Abstract:Weight-loss efforts have grown more prevalent worldwide. But diets are linked to perception of dissatisfaction, sacrifice and general reduction of pleasure. This paper examines the hypothesis that commercial diets attract consumers by presenting argumentation that appeals to and addresses the difficulties experienced while dieting. The objective of this paper is, therefore, (1) to identify the main promotional strategies in the marketing of commercial diets and (2) to examine if and how the goal of persuasion … Show more
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