Belo Medical Group's controversial advertisement
The commercial featured a woman turning on the news station on her television and beginning to pay attention to the most recent stories. Because of the constant stream of negative news on TV, she gradually transformed her appearance as the reports went on. Her look changed as a result of the extra weight, black circles under her eyes, and the growth of body hair. Then a friend called her and inquired as to what had transpired, implying that she had let herself go during the pandemic. The advertisement was intended to persuade customers, especially women, to schedule an appointment with Vicki Belo since they had "let themselves go" during the pandemic. It concluded with the phrase, "Tough times call for beautiful measures." The women in quarantine were among the target consumers of the advertising, who were individuals looking to "regain their pre-pandemic beauty."
This advertising was created humorously and served as a reminder for consumers to stop by Belo's clinic. The clinic has been at the forefront of numerous advancements in the field of beauty, including liposuction, surgical and non-surgical cosmetic procedures, lasers, and more. The first ambulatory clinic in the nation to receive international accreditation is Belo Medical Group. Numerous Filipino celebrities have promoted the clinic's services and goods for their physical benefits, and they have won recognition on a global scale.
The advertisement's media manipulation appealed to the interests of Belo's clinic. Because of the exaggerated way, the advertisement depicted women during the pandemic, it was able to grab viewers' attention. The intended audience did not receive the video's message effectively. Making individuals feel insecure in such a way is unacceptable. It's perfectly normal to grow body hair, get acne, and put on weight. Making it appear as though being overweight, having acne, and other characteristics are diseases that their clinic can treat is not proper. Additionally, it is insensitive because the advertisement only highlighted the effects of the pandemic on women's beauty when we faced more severe problems like unemployment and a decline in healthcare. The commercial has been classified as "controversial" for all of these reasons until this day.
References:
About. (n.d.). Belo Medical Group. https://belomed.com/about/
vicki belo controversial advertisement. (n.d.). Www.youtube.com. https://www.youtube.com/watch?v=vt1Ezm8S0FI
