An Alternative to Exercise Advertisement
Over the recent years advertisements, for healthier lifestyle, have expanded significantly. The objective of health advertisement is to persuade Americans to choose a healthier lifestyle. From television, internet ads and fitness clubs, the advertisement industry promotes anything from exercise videos to obtaining the perfect body image. Nowadays, most Americans believe advertisements promoting exercise can completely change the personal appearance, and make the individual feel better. Although, advertisements surrounding physical activity persuade an individual to pursue a healthier lifestyle, advertisement also increase individuals to question their own body image. Recent studies suggest that advertisement based solely on appearance can cause a harmful effect on both males and females. The idea of promoting a message of becoming physically fit can lead people to become unsatisfied with their appearance. Therefore, the research supports a claim that exercise advertisements should be changed where the advertisements are not base on appearance and instead base on becoming healthier.
According to Rynes (1991) signaling theory, when individuals do not have enough information about a product or joining an organization, individuals base their decision on other individuals reviews (Cunningham &Woods, 2011). Moreover, individuals also base their decision on the form of advertisement provided on the product. For example, information can be provided through brochures, commercials, or flyers. In fitness clubs forms of advertisement is through promoting wellness and health, or focus on appearance. The signaling theory states that through promoting wellness and health, or focus on appearance individuals will form an opinion on whether to join the promoted fitness club.
Another theory that supports the effect of advertising is the social learning theory. The social learning theory states that young adults, such as college students, learn from imitating others behavior and what they see. This theory supports the effect of advertising through infomercials which have individuals working out encouraging viewers at home to do the same (Villiard & Moreno, 2012).
Many research studies focus on the effect appearance based advertisement has on individuals. Advertisers promote products that ensure consumers on achieving the best body possible. The signaling theory states that advertisement motivates people to form an opinion on whether to purchase an item or ignore it. However, it is in the method that advertisement is presented that affect consumers. For these reasons, appearance based advertisement present a paradox to consumers and lowers the motivation of individuals to exercise.
Purpose, Prevalence, and Methods
Media messages purposely promote health behaviors in order to improve an individual’s self-efficacy. It is through self-efficacy individuals believe they can accomplish a set goal. Media messages reach a...