Every day, whether watching tv, listening to the radio, or driving in the car, people encounter all sorts of advertisements. For as long as most can remember, advertising has been all over the place, and over time it has weaved its way into the day to day lives of society. The use of advertising is to grab one’s attention and to persuade them of something, usually to buy a service or a product. And whether we realize it or not, negatively or positively, advertisements affect people psychologically. Some of them use bright colors, others use statistics, and some use humor to grab one’s attention.
One such advertisements comes from the gym, Planet Fitness. Planet Fitness attracts members by use of humor and by appealing to the physical and financial needs of the ‘average joe’ in their advertisements. In this commercial, there are young, fit women walking around the locker room talking about how hot they are and how hot they think each other are, all the while a normal woman of a little older age sits in her towel and witnesses their conversation. You can tell that she’s clearly uncomfortable with being in the situation. She then goes on to tell the fitness instructor “…
And that’s why I don’t like gyms” and the instructor responds with “Well, we’re not a gym. We’re Planet Fitness”. So they understand that not everybody that goes to the gym is a big muscled hunk, and that sometimes it can be a little uncomfortable being around people that are like that. The way that Planet Fitness is built and the way in which they carry themselves, is that they make the customer feel that they are what’s most important to the company. They care about making you feel comfortable while being able to exercise in a public gym. Planet Fitness also understands that not everybody is made up of extra money.
This is taken from the Planet Fitness website, “We don’t have any salespeople, and we don’t bother with all the extras like juice bars and childcare that drive up costs and can make a gym membership seem more like a car payment. Instead, we’ve boiled our business down to the things that you really want in a health club – clean, stylish, hassle-free facilities that are filled with tons of brand-name cardio and strength equipment, and a lot of happy people. If you’re looking for a comfortable, friendly place to exercise, and like a great deal, then you’ll love Planet Fitness. ” (http://www. planetfitness. com/About-Planet-Fitness-Gym).
They offer memberships for just ten dollars a month, which is an amazing bargain compared to other big name gyms such as the YMCA or 24 Hour Fitness. By offering cheap rates, it creates a great incentive for somebody to exercise at Planet Fitness. Lastly, Planet Fitness seems to appeal to women in this advertisement. It’s socially acceptable to say that women are looked at as being more sensitive than men when it comes to their appearance and body image. So in this particular ad, they show that the “normal” woman is very very uncomfortable in the locker room and it’s actually a deal breaker for her when it comes to going to the gym.
So by showing this advertisement, Planet Fitness can attract more female customers just by letting them know that they won’t be judged at the gym and they can exercise with a peace of mind. With all this being said, it can be concluded that the advertisement by Planet Fitness is a successful one. By appealing to people’s wallets and through their understanding of the “comfort zone”, and having humorous commercials, they’ve established credibility with the public as being a welcoming, friendly gym all at a low cost.
University/College: University of California
Type of paper: Thesis/Dissertation Chapter
Date: 18 September 2016
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