Portrayal Analysis Of Average Joe's And Globo Gym

advertised for encouragement of exercise and an active lifestyle, such as the NFL movement for

In our society today a business is not a business without an advertisement. These advertisements advertise what American’s want and desire in their lives. According to Jack Solomon in his essay, “Master’s of Desire: The Culture of American Advertising,” Jack Solomon claims: “Because ours is a highly diverse, pluralistic society, various advertisements may say different things depending on their intended audiences, but in every case they say something about America, about the status of our hopes, fears, desires, and beliefs”(Solomon). Advertisers continue to promote the American dream of what a women’s body should look like. They advertise their products in hopes for consumers to buy them, so they can look like the models pictures in the ads. Behind these ads, advertisers tend to picture flawless unrealistic woman with the help of Photoshop. In our society today to look like a model is an American dream and can be the reasons why we fantasizes and buy these products being advertised. “America’s consumer economy runs on desire, and advertising stokes the engines by transforming common objects;signs of all things that Americans covet most”(Solomon).

Have you ever been watching television and a commercial for Hydroxycut comes on featuring a male or female who went from 250 pounds to 150 pounds and looks like a fitness model just from using Hydroxycut? Although these results may seem extreme this is what many fitness advertisements promote; portraying unrealistic body images and displaying false results. Fitness advertising can be found in print and broadcast forms. While fitness advertising can be viewed as having both positives and negatives, I believe fitness advertising is negative. This paper will discuss the negatives of fitness advertising, to include creating negative body images and promoting false results. It will, also, address the counterarguments against fitness advertising being negative.

     We live in a fast paced society that is ruled by mass media. Every day we are bombarded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us like a slide show. These ideas and images are embedded in our minds throughout our lives. Advertisements select audience openly and subliminally, and target them with their product. They allude to the fact that in order to be like the people in this advertisement you must use their product. This is not a new approach, nor is it unique to this generation, but never has it been as widely used as it is today. There is an old saying 'a picture is worth a thousand words,' and what better way to tell someone about a product

In “Feeding Hard Bodies: Food and Masculinities in Men’s Fitness Magazines” Fabio Parasecoli addresses the increasing popularity of men’s health and body image. Many magazines, including Men’s Health, Men’s Fitness, and Muscle and Fitness, are targeted toward men of all ages who wish to improve their physical appearance. The particular body ideal they reinforce is one of high muscle and low fat, a body that can be hard to achieve for the average man. Therefore, specific nutrition is the key in obtaining the ideal body. Men are now becoming more aware of their appearance, body image and body health. With the standards, dedications and effort put into obtaining the ideal body type, food industry is giving men easier ways to get and maintain

Real guys ripped results is what this ad says.Hydroxycut the perfect diet pill/fat burning pill, a pill that will boost energy and at the same time burn fat and increasing the muscle definition. We all want to lose weight and get that body back that we had as a young adult or in our youth, this is what the advertisement says to the consumer. What caught my eyes as I turned the pages of the flex magazine were of course the ripped up models that were on the pages. The ad shows you all these perfect body models that say they have taken this pill to help them look this way with a before and after picture.

The rhetorical imagery that is used to portray a man's body is spread throughout the fitness industry and health advertisements. These images are on the cover of well-known magazines such as “FITNESSRX”, distribute worldwide targeting men, ages 18-30. These magazines give a visual rhetoric as a method of persuading beauty, body image, and the pursuit of “perfection”. These companies target young adults because they believe they have the money to buy their products to obtain the body they want or the body portrayed on the cover of the magazine.

As exposure to the male body expands, the demand for “chiseled” bodies greatens. In recent years, the number of memberships and frequency of visits to health clubs has increased (Luciano 3). In one year alone, four billion dollars was spent on exercise equipment and health club memberships. “An estimated eighty-five million Americans, mostly male, are doing some sort of weight

The ad has several people working out in the background. In the ad the unity, is demonstrating by the appearances

Fitness is in. The percentage of people belonging to health clubs and gyms has doubled over the past 20 years. More growth is expected, fueled by an aging Baby Boomer generation in search of eternal youth and the reality that regular exercise can prevent or control diseases that are driving health care costs relentlessly upward. The 24/7 fitness opportunity is the newest model of fitness centers today.

Today 's society is constantly presented with misrepresentations of the ideal body image through the advertising of diet plans and supplements. Companies in the fitness industry scam people into buying useless products or services by advertising with individuals that have, what the mass media sees as, the 'perfect ' body composition. In addition to getting consumers to buy into a product or service, these companies also aid society with the spreading of this fake idea of what classifies as the perfect body. They portray a body image that is unattainable for most individuals in society, despite how many of those supplements being advertised they buy. The models used in these advertisements, are in most cases, starving themselves, enhanced via illegal substances, or are photo-shopped to the point where even they do not look like the model displayed in the ad. All this has led to many people wanting to strive for that perfect body, that in reality, is impossible to achieve. In order to show the affect these advertisements play in our society, I will be deconstructing multiple ads in the fitness industry, as well as multiple peer-reviewed scholarly journal articles centered around the impact media has on an individual 's self-image.

Our message will be targeted towards the bulk of our consumers who are dedicated high intensity workout participants. We know that with a smaller budget this will be a challenge. We believe that finding the right mix of outlets and properly conducting and vetting our research will help reach our consumers effectively. If implemented successfully, we’re confident that we can also reach consumers that fall outside of our target group but identify with our branding and messaging.

In today’s busy world, it can be hard to find the time to even think about one’s fitness, let alone actually do anything to maintain it. The average person has school, work, family, pets, and many more distractions in their life to ensure their fitness is left on the backburner. However, when the thought of exercise does eventually enter their mind, the thought that often comes forefront is that of the gym. The concept of a gym is simple, populate a building with the necessary equipment for a variety of physical activities, attracting people who want to get that perfect body or even just get back in shape. However, many people who have never frequented a gym often come up with a plethora of reasons not to go.

Psychographic profile for customers most likely to use the gym’ s services: (Min. 200 words required)

The men in these advertisements look nothing like me, despite me being tall, it is still not enough. The media has put into my perception that slender, though muscular, bodies are more successful in romance, career and are self-confidence. These assumptions that the media has portrayed in my mind has left me questioning myself about my own physical body. I quite remember looking at the mirror and seeing that I had belly fat and my arms looked like a shrimp’s compared to the ideal men. I felt incompetent and worthless because the ideology that was put into my mind and my assumption that without the ideal body my career and romance life would come to an end. So I decided I needed to change, so I signed up for the gym to bulk up. This was no accident that I retreated to the gym, supposedly the media idea of achieving the ideal body is realized by working out, dieting, and cosmetic surgery. Pressure was also put on me by women, friends, other men and my parents, especially my father. Through advice like “Be a Man”, something that is easily said, but carried the weight of its message. I was expected to take charge. So I did by taking control of my body with exercise and drinking protein shakes and cutting down my food intake to meet the standards of society. This provided me with a sense of direction, control and achievement; however, it risked my health with symptoms of having eating disorders. Similarly, I have seen many men and women, mostly women,