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Planet Fitness Advert Analysis
This is an advertisement for Planet Fitness, an American fitness center which does not have a specific target customers. As long as customers are above the age of 12, regardless their gender, body weight, height, and body shape, they are welcomed to enter Planet Fitness. The advertisement from Planet Fitness that is being advertised now uses Lindsay Lohan, working out in Planet Fitness and having a better life, as a star appeal to attract audiences.
This advertisement is using a narrative voice as a guide in the commercial. The main purpose of this is to guide audiences and make it easier for the viewers to understand the situation. This media language is used due to its short duration of the commercial itself. The narrative voice is also used to describe how the changes are on Lindsay. The narrator is also shown to be working out in Planet Fitness.
REPRESENTATION
One of the major representations that this advertisement shown is the female representation. The advertisement begins with a close up shot of Lindsay in a treadmill, showing that the main protagonist is a female played by an actual female. This shows that female has an important role in this advertisement. Another supporting feature that shows female representation is the editing. When Lindsay enters the gym, she is shown to have a bright purple aura. Purple is the theme color of Planet Fitness. How I see this is that the editor shows that females too belong in the gym, regardless of their stereotypes where most modern media tells that "women belong to stay at home" or "women belong in the kitchen".
AUDIENCE
Using Lindsay Lohan starring the main character is a well thought of choice, since the targeted audience is working women and female adults. Lindsay Lohan also suits the role due to her body being in shape which automatically causes gratification of personal identity used so that the targeted audiences, women in working age, can recognize and relate to the role model shown.
They also target people who are not in shape to exercise in Planet Fitness. This is shown when Lindsay enters and exit the gym, people who are in the background are not in built shape. This refers back to Planet Fitness' quote in the first shot, "Judgement Free Zone", as no one in the advertisement is shown to judge others negatively.
INDUSTRY
In the second shot of the advertisement, when Lindsay is on a treadmill with other people around her, it is shown a quote on the wall behind them that says, "Judgement Free Zone", which is a something which give competitive advantage for Planet Fitness. This is because when people who is not in an ideal body goes to the gym, they tend to think that they are being judged by other who has a more built body than them. Therefore having that quote shown to the advertisement will bring out more customers. The uses of technology when the night club shot was taken is efficient as it is showing the photographers, who are waiting for Lindsay, crying. This CGI effect is well done as it is not just showing the photographers crying, but it is showing them bursting in tears because Lindsay is not there or changed to someone new.
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