Activia laat je stralen en beloont de buik

26 september 2010

Over het yoghurtje Activia beweerde Danone vroeger alleen dat het de stoelgang verbeterde. Nu komt daar nog bij dat het een product is om liefde aan de buik te geven en ervoor te zorgen dat je gaat stralen.


In het nieuwe spotje van Activia worden alle emotionele registers opengetrokken. Producent Danone beweert van het yoghurtje dat het de stoelgang verbetert. Volgens Professor Martijn Katan is dat onvoldoende wetenschappelijk aangetoond, maar dat is voor Danone geen reden om te stoppen met deze bewering. Begrijpelijk, want anders heb je alleen een veel te duur yoghurtje en dat is moeilijk aan de man te brengen.
Danone moet het gevoel hebben gehad dat de stoelgangboodschap alleen niet meer volstond. In ieder geval zit er  in de nieuwe spot, naast de gebruikelijke medische claim, ook een sterke gevoelscomponent. Reclamemakers weten dat veel vrouwen open staan voor puur emotionele boodschappen en daarop wordt in de openingszin van de spot al meteen vol ingezet. “Onze buik kan wel wat extra liefde gebruiken”, zegt de beschaafde, liefdevolle, betrokken vrouwenstem. Een interessante mededeling, de buik is niet langer een holte volgepropt met darmen en organen, maar bijna een levend wezen met behoefte aan liefde. Dat is een boeiend concept.

Prietpraat
Wat maakt die buik zo bijzonder? De Activia-spot is daar heel duidelijk in, de buik vertelt ons namelijk van alles, bijvoorbeeld of we nerveus zijn of verliefd. Op de site staan nog een paar voorbeelden; een buik vertelt een vrouw dat ze ongesteld gaat worden en er bestaat ook nog zo iets als een onderbuikgevoel. En bij Danone vinden ze het is niet eerlijk dat een zo belangrijk deel van het lichaam door veel vrouwen alleen wordt beoordeeld op de hoeveelheid vet die erop zit. Heeft Danone niet gewoon een punt? Natuurlijk niet, want Activa’s claim is dat het product werkt op de spijsvertering. De voorbeelden van waardevolle buiksignalen die worden genoemd, hebben vooral iets te maken met onwillekeurige reacties van het centraal zenuwstelsel en niet met de spijsvertering De beweringen in de Activa-spot zijn te vergelijken met een opticien die stelt dat je ogen een mooie bril verdienen, want als je ontroerd raakt krijg je tranen in je ogen. Dat soort bewering is alleen als prietpraat te omschrijven.
Het slotakkoord valt in dezelfde categorie. Je moet Activa ook om cosmetische redenen nemen, want: “Als je je goed voelt vanbinnen, dan straal je vanbuiten.”

Conclusie
Danone geeft een aantal redenen om Activa te gebruiken. Je moet het yoghurtje eten voor je stoelgang, om je buik liefde te geven en tot slot, om een stralend uiterlijk te krijgen. Mocht je dit alles geloven, dan is er geen enkel bezwaar tegen het gebruik van het product.

link naar spot:

http://activia.danone.nl/#/activia-helpt/uit-liefde-voor-je-buik

1 Trackbacks/Pingbacks

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Reacties

  1. admin
    27 september 2010 - 18:28

    Alle reclame is pure prietpraat.

    Overgezette reactie op NuJij-versie

  2. admin
    27 september 2010 - 18:29

    Goede site. Hopelijk wordt er ook aandacht besteedt aan subliminale boodschappen.

    Overgezette reactie op NuJij-versie

  3. admin
    27 september 2010 - 18:31

    Als mensen niet graag bewust of onbewust opgelicht wilden worden, dan bestonden deze producten niet. Hoeveel afslankmiddeltjes hebben we de afgelopen jaren gehad? En hoeveel deden nou echt wat ze beloofde?

    Overgezette reactie op NuJij-versie

  4. admin
    27 september 2010 - 18:33

    Ehh dit is niet echt nieuws , het is al jaren bekend….
    En het is te erg dat zoveel mensen er in stinken, , maar het ergste is dat grote bedrijven met dit soort kwakzalverij steevast wegkomen…

    Overgezette reactie op NuJij-versie

  5. admin
    27 september 2010 - 18:35

    Reclame is de afspiegeling van de maatschappij: één zee van hele leugens en halve waarheden.
    Nooit geloven: u wordt voortdurend keihard bedonderd. Ga op je gezonde verstand af, en met dit soort peperdure yoghurtdrankjes moet je altijd beseffen dat óók links- of rechtsomdraaiende bacteriën het maagzuur nauwelijks overleven. Het zijn allemaal leugens om hun winst op te schroeven via onze onkunde en gebrek aan biologische kennis.
    En ja, dat mag. De maatschappij drijft op leugens; kijk nou bv. naar de politiek…

    Overgezette reactie op NuJij-versie

  6. McmillanLydia30
    13 oktober 2010 - 20:05

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  7. een vrouw uit de doelgroep
    12 december 2010 - 13:46

    Ik zit met veel plezier en instemming uw analyses te lezen op deze site, maar hier ben ik het toch niet mee eens. Hoewel ik de Activia niet koop omdat het werkelijk belachelijk duur is, waardeer ik de boodschap van de reclame “wees lief voor je buik” wel heel erg. Heeft u nooit gehoord van het prikkelbare darm-syndroom waar toch heel veel mensen last van hebben. Uit het wetenschappelijk onderzoek wat mij bekend is zijn er toch wel degelijk aanwijzingen dat probiotica positief kunnen zijn bij deze aandoening waar verder niks tegen helpt. En bij PDS speelt zeker wel een relatie tussen emoties en de spijsvertering. Ik ben aan het leren om lief te zijn voor mijn buik. Vrouwen krijgen al van jongsaf aan mee dat die buik er eigenlijk niet mag zijn, altijd maar je buik inhouden, o wee als daar een bubbel zit. Dit is niet goed voor de werking van de ingewanden. Mijn indruk bij de reclame voor Activia is dat ze deze mensen met vage psychosomatische buik-klachten willen bereiken, en de boodschap “wees lief voor je buik, je buik mag er zijn” is hard nodig.
    Maar goed, zoals ik al zei, ik koop het niet want de prijs voor dit produkt is volslagen krankzinnig. Probiotica zijn op goedkopere manier binnen te krijgen.

  8. limini
    2 augustus 2012 - 16:16

    volledig eens met admin! Het grootste deel van die bacterien overleven het maagzuur ind niet. Kan je dus even goed een potje goedkope yoghurt eten. Ms dat pre-biotica een beter hulpmiddel zijn…iemand die daar iets meer over kan vertellen?

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