Fitness First in-gym advertising

The gym I go to, Fitness First, has their own slick in-gym music TV channel with commercials. OK, so we cannot escape advertising. Not such a big deal right? But what if I told you that some of the commercials Fitness First runs in the gym, while you are working out, are for liposuction and cosmetic surgery?

I am seriously offended.

So what’s next? Pizza and fried chicken ads? I get hungry at the gym; that surely would influence my after-gym pig-out decisions surely? Where does one draw the line?

3 comments on “Fitness First in-gym advertising”

1. Steven Wilson said:
   

   You where offended??? More to the point….does anyone really care…. I don’t think normal people really stop and think about this stuff….do they?

   
   22 August 2007 at 11:51 am
2. Stilgherrian said:
   

   Why is the cosmetic surgery advertising so particularly offensive, as opposed to ads for any other products or services?

   Many people will be at the gym to “fix” their body image — as opposed to addressing genuine health issues — which is why their focus is on muscle-building rather than, say, cardio exercise. And, perhaps, why what they’re wearing is symbol-laden “fitness clothing” rather than a comfortable pair of shorts and a t-shirt.

   So if it’s “just” about body image, why can’t liposuction be offered as an answer, rather than wasting hours on a treadmill? Or is that just a Protestant work ethic saying that gain without pain is a sin?

   Arguably, any advertising which creates or reinforces a fear and then proposes a relief to that fear is problematic, because it preys on built-in weaknesses in human nature. This is no better or worse, as far as I can see. What’s the difference?

   
   22 August 2007 at 12:00 pm
3. Zern said:
   

   Good points all round - thanks Steven and Stil.

   “Does anyone really care” is a sobering question. Do most people just put up with the crap? When do we say enough is enough? Or perhaps more to the point - how can I learn to care less?!

   I actually complained to Fitness First when the first started running advertising. No response to my email (sent to their member feedback mailbox) of course.

   In a situation where I am actually paying to access a service, having any and all ads shoved down my throat, without my consent, is offensive.

   I think for me, the plastic surgery ads were extra offensive given Fitness First is supposedly about “fitness for everyone…everywhere”. Yes, I know, this is yet another hollow tagline. Most people are probably there for a quick fix to their looks, and Fitness First is really only about making money…

   
   24 August 2007 at 10:09 am

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