During the holiday season of 2010, the Canadian fitness and home gym equipment company, Fitness Town, released two advertisements that encouraged consumers to register for their “21-Day Family Fitness Challenge.” Run in a few select clubs and restaurants in downtown Vancouver, the advertisements received mixed reactions from the public (Manuel). One of these ads is dominated by the image of a heavy-set, Caucasian woman, scantily dressed in suggestive undergarments, attempting to button ill-fitting jeans. In addition to the provocative image, are the slogans, “Don’t get caught with your pants down…” and “You don’t need a resolution… You need a reason.” Through this image, the authors are able to create a pathos appeal by evoking emotional responses from their female audience. Furthermore, the authors establish logos appeals by referring to commonplaces such as the traditional, over-indulgent eating habits associated with the audience in order to convince them to avoid the consequential weight-gain. Lastly, ethos appeals are clearly established in the advertisement through a superior tone, dominant voice, and references to Fitness Town’s expertise and knowledge in the realm of health and fitness. Thus, by seizing the advantage of the kairotic moment, provided by the holiday season and cultural trends, the authors of the Fitness Town advertisement utilize ethos, logos, and pathos appeals to convince consumers to register for their weight-loss program.
In order to convince their audience to participate in their “Family Fitness Challenge,” the authors of the Fitness Town “pants down” advertisement establish pathos appeals through a dominant, provocative image and suggestive slogans. Firstly, from an initial glance, the image of the scantily clad woman commands the audience’s attention. The woman’s posture and her revealing dress are sexually suggestive. The color of her undergarments draws immediate attention to her figure, but from that point forward, the audience’s eye is drawn to, and distracted by the woman’s socially perceived unfit and unhealthy appearance. Furthermore, due to the facelessness of the woman, the female audience, to whom the advertisement is predominantly appealing to, is able to associate themselves with the woman in the image. They are able to picture themselves in her shoes and see their own bodies as that of the woman’s. This is where the two slogans of the advertisement have a key and central role in the success of the ethos appeal of the advertisement. At this point in the consideration of the advertisement, the women are expected to have turned the message onto their own bodies. In such a way, the “don’t get caught with your pants down” confronts the audience’s anticipated self-esteem concerns and body image issues. By having the weight of the message of the advertisement focused on the audience, the authors are able to evoke emotional responses from their viewers. The ethos appeals are intended to spark the audience’s desire for healthier and fitter appearances, and in order to do so, they are convinced that Fitness Town’s “21-Day Family Fitness Challenge” will provide them with those results.
In addition to an effective ethos argument, the authors of Fitness Town’s “pants down” advertisement establish logos appeals, which are cleverly supported by a kairotic moment. Released in the holiday season of 2010, the advertisement utilizes one of the most notorious commonplaces of the time: overindulgent and lavish eating. As Greta Macaire, R.D., writes for Sutter Health, “The holiday season is a time to celebrate with family and friends, [but] unfortunately, for many it also becomes a time for over-eating and weight gain.” She also points out that the holidays are known to pack on an extra one to two pounds per year. Thus, the authors take advantage of the kairos and utilize the commonplace in order to encourage their audience to register for their program. By doing so, they are able to convince their audience that participation in the “21-Day Family Fitness Challenge” will help them avoid, and even lose, weight caused by over-indulgent, holiday eating. Furthermore, along the same lines, the slogan, “You don’t need a resolution… You need a reason” also plays off the kairos of the holidays by articulating to their audience that a New Year’s resolution will not solve their fitness concerns; the Fitness Town weight loss program will. Additionally, the starkness of the advertisement places emphasis on the timing and the kairos of the moment. The advertisement clearly lacks statistics, authoritative quotes, surveys, and qualitative data. The absence of these traits, however, accentuate to the audience that the holiday season is the time to make a change and to avoid further weight gain. Through a logos appeal, the authors are able to convince the audience that this is achievable by participating in their “21-Day Family Fitness Challenge.”
Lastly, having established pathos and logos appeals, the Fitness Town advertisement also constructs ethos appeals, which seek to utilize the company’s credibility in the health and fitness field in order to convince the audience to participate in its weight loss program. For instance, the diction and tone of the slogans reveal a superior, knowledgeable, and expert voice in regards to their role in health and fitness. By labeling Fitness Town as the “Fitness Equipment Experts,” the authors of the advertisement are also able to utilize the reputation of the company to persuade the audience to register for its “21-Day Family Fitness Challenge.” Furthermore, the tone of this piece is considerably authoritative and dominant. By stating, “You don’t need a resolution… You need a reason,” the authors use their position as “fitness experts” to in a way command their audience to participate in their challenge. As an American, however, it is difficult to attest to the statements by the authors of this advertisement due to its status as a Canadian company. Prior to this advertisement, I had never heard of Fitness Town or its equipment, and therefore, cannot substantiate or defend any claims made by the company. Thus, from an American perspective, I cannot consider the ethos appeals as successful as the ethos and pathos elements due solely to my inability to back its claims in regards to Fitness Town’s credibility or reputation.
In order to convince its audience to register for its “21-Day Family Fitness Challenge,” the authors of the Fitness Town weight loss advertisement employ a series of ethos, pathos, and logos appeals. Through suggestive slogans and a provocative, central image, the authors are able to evoke emotional responses from their viewers. Furthermore, by seizing the advantage of the kairotic moment and by utilizing the commonplaces associated with the holidays, the authors are able to encourage their audience to register for their program through logos appeals. Lastly, the authors establish ethos appeals by emphasizing their reputation and credibility in the health and fitness field. As an American citizen, however, it is more difficult to defend these claims due to the company’s lack of notoriety and reputation in the United States. On the other hand, from a Canadian perspective, the advertisement may successfully convince the audience of Fitness Town’s credibility and therefore, to participate in the weight loss challenge. Ultimately, despite its controversial nature, the pathos and logos appeals of the advertisement are sound and strong, thereby creating an effective rhetorical argument.
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