James Taylor’s Project: Presupposition in Physical Fitness Ads

INTRODUCTION

For this presentation, I will be showing presupposition in Physical Fitness Ads. Displaying ads from off the web consisting of Youtube ads and picture fitness ads. I also will be focusing on the successful advertising principle called, “AIDMA”. For in this principle presupposition is used in combination with it. And as well as what the article is presupposing. The whole goal of the presupposition in physical fitness ads is to persuade. Thereby as Wang Yingfang says, “Thus, we can know that presupposed information and asserted information can be combined together to strengthen the power of persuasion.” Since physical fitness ads can be used in many ways, with various intentions, and certain keywords to bring about a precise result. It’s necessary to ask oneself a few questions. Why are these ads worded in that particular way? What is the meaning of this ad? And in order to do what?

Presupposition=The shared assumed meanings of those who engage in a conversation understand.

METHODOLOGY

Language data is gathered from Youtube ads, picture fitness ads, from the readings of Tamara Bouso’s article, “The role of presupposition in the discourse of advertising: Nutritional advertising in health and fitness magazines as a testing-ground” and from Wang Yingfang’s article “Analysis of Presupposition and its Function in Advertisement“.

OPENING

From Tamara Bouso’s article, she states, “One of the main goals of commercial consumer advertising is to persuade or manipulate people as a means of promoting the sale of a particular product (Leech 1966).”

In this case, the “product” is the offer that is in the ad whether video or on paper. And the way that the product is being promoted is by video means or by paper means for the ad.

One of the best ways to persuade or manipulate the consumer and for success in promoting a sale of the product. Is to be mindful of this principle by Wang Yingfang, “As far as the diction is concerned, good advertisements should be concise and economical because of the cost of advertising and the characteristics of good advertisements.”

Not only is this solution effective financially, and is a good characteristic for advertisements. But also helps in preventing, the consumer from losing their attention span over the promoting of the product.

Another important thing to note is that presupposition is used in this principle called, “AIDIMA” by that principle the presupposition is revealed through the words in the ad. Wang Ying fang states how this principle works, “America’s Marketing Manager’s Handbook points out that a good advertisement should have the following five functions: Attention, Interest, Desire, Memory and Action, that is the so-called AIDMA functions. In other words, AIDMA means that good advertisements can attract the consumers’ attention from the things they are doing to the advertised products or services, arouse their great interest in the advertised products; more importantly, good advertisements should reveal the benefits of buying the advertised products or services and activate consumers’ desires to buy.” Sometimes buy can also mean accepting the options available and even to agree upon the conditions of the ad to receive the stated products.

See below how these ads accomplish that goal, by staying in the principle of Attention, Interest, Desire, Memory, and Action or AIDMA and see the presuppositions listed below the ads to see the meanings behind the presupposed persuasions.

Video 1: Fitness for weight loss / ad

The title presupposes these here:

That someone exists, to see this ad.
That it knows that someone has ears to hear, eyes to see, and a brain to comprehend this message.
That it knows you need it, being that weight issues are prevalent in modern sedentary society.
That someone needs help in this area.
It knows that someone is looking for a change in the area of fitness.
It knows that someone must understand that physical exercise is good for losing fat.
That there is a benefit if one chooses to do fitness exercises.

Presupposition in the video transcript:

“SMART TRAINING PLAN“-The presupposed meanings here are:
One, this fitness program that is being offered here is an excellent program.
Two, that one will not have made a bad choice in selecting this program.
Three, that this suggests that this program is effective.
Four, that this training plan is different from other fitness plans because it’s smart.
Five, that this plan since it is smart will advance one quicker in achieving their goal more effectively due to it being a smart training plan.
Six, that the person watching this is clever and will take this opportunity to be a participant in this program.
Seven, that this plan is proven and should be trusted.
“FOCUS ON YOUR PROBLEM AREAS“-This presupposes that:
One, a person in this plan can focus on their problem areas.
Two, that this plan is more than capable of allowing one to do that.
Three, that this plan is versatile and provides the ability to do that.
Four, that this is effective in being able to do that.
Five, that this is successful in helping one in those issues causing areas.
Six, that one needs help in focusing on fixing those areas of concern.
Seven, that one is looking for a plan to achieve this.
“KEEP TRACK OF PROGRESS“-This phrase presupposes that:
One, this plan is excellent, and keeping consistent is what it’s good at.
Two, that one does not have to worry about it failing in that area.
Three, it is specifically made to keep you consistent in progress.
Four, that one needs to be able to keep track of progress on their fitness journey.
“ENJOY THE RESULT“-This presupposes that:
One, a person will benefit in not just joining the program, but after completing it you will benefit from it.
Two, it presupposes confidence, and no doubt that one will be delighted in receiving and doing this plan the developers of this app know that it will be a success.
Three, that if done according to the plan and one stays dedicated, that they will reach the result they wanted.

Video 2: Gym Ad Video Template (Editable)

Title:

The title presupposes this:
One, that someone is in need of a physical fitness ad or is curious about it thereby they clicked on it.
The second is that the person needs the fitness ad for the purpose of getting fitter.
Third, it serves as a source of inspiration for someone.
Fourth, it can be used as an editable template for someone else’s video to use.
Fifth is that it’s free, and no repercussions will occur in using it.

Video Transcript:

“Join a gym that fuels you”, this phrase presupposes that:
One, a person is physically fit enough to watch this video.
Two, that a person needs to take that level of fitness up a notch.
Three, one needs to properly locate a gym.
Four, not just any gym but one that will power you inspiring the will to be self-driven to succeed.
“Pushes you“, the assumed meaning is:
One, after a person, has followed the prior steps.
Two, they then must make sure that the gym drives you forward for your success in fitness in all areas.
Three, also that there are others who are in the gym who will serve as further inspiration to push on in fitness.
“Transforms you“, the next meaning is:
One, after the above step before this one is followed.
Two, make sure that the gym has the people and equipment to transform you into becoming your fittest version.
Three, in addition to the above, the gym will transform a person into their better selves if they stay consistent.
Four, that transformation from the old body to the new is possible as long as one is willing to be industrious.
“35% off this weekend only”. This has many meanings, but three are most important:
One, the ad-makers would like someone to join their gym,
Two, according to the makers why not join one will be healthier and physically fitter.
Three, plus its 35% off this weekend, one will not only be getting healthier, fitter, but at a good deal.
“Crossfit“. The meaning that’s shared is that:
One, this is a popular new exercise trend.
Two is that one should be interested in it if the exercise trend is unfamiliar to them, thus making them curious.
“Weights“. Another shared meaning is:
One, the gym has weights for patrons.
Two, they are available to be used if one becomes a patron.
Three, perhaps one is interested in weights?
“Group fitness“.
One, that group class is at this facility.
Two, if one becomes a patron they will have the opportunity to join groups at the gym.
Three, perhaps one is interested in group fitness classes?
“Start on your fitness today“,
One, so now that an individual has all the steps, why should they wait to join?
Two, they should put it into practice, and start today.
Three, it would be in one’s best interest to consider and start one fitness journey now.
Four, we strongly urge it, for one will only benefit from it, we encourage you to start today.

Video 3: FIT01 – Short video ads Gym & Fitness

Title:

The title of the ad presupposes:
One, that this ad is short, brief, and to the point.
Two, that they will see people in a gym, that is filled with equipment, and the people are doing fitness exercises.
Three, a hidden one is that “FIT01” in the beginning suggests to the viewer that an assumed meaning is that this is just one of the videos from this channel that shows a gym fitness advertisement and that there are others as well.
Four, also “FIT01” the assumed meaning the viewer gets is that this is the first fitness ad video on that Youtube channel.

Video Transcript:

“YOU DON’T ALWAYS GET WHAT YOU WISH FOR“. There are a couple of assumed meanings:
One, that life is not always fair.
Two, that in life one will not get everything they wish for.
Three, they wish to use that to stir up the feelings of a person to bring about an urging.
Four, this suggests that the makers of the statement know what it feels like and that they been in the same place you have been.
Five, they empathize with the viewer in that understanding of life.
Six, that subconsciously it serves as an anchor to keep the viewer focused on the ad to watch the video since it triggers a certain feeling. This is an assumed meaning because you understand this when thinking upon the reasoning behind that statement.
Seven, it also serves as a way of sparking a newness in someone’s life. As a way to get someone to think about themselves, their life, and what they should do with it.

“YOU GET WHAT YOU WORK FOR“. The presupposed meanings are:
One, that life may not be easy, it may be unfair, it may even be tough at times. But putting in the work will be one’s equalizer.
Two, that even the odds of life’s unfairness at times, one will have to make it fairer.
Three, that difficulties will always be there, but the ability to change is there.
Four, that one will have the ability to change one’s life, no one is going to force one but the ability to make tangible the desired change upon the canvas of one’s life is here in the gym.
Five, to make life more honest, you have you work it and work is one’s exit from nowhere to somewhere.

“IN-HOUSE PERSONAL TRAINERS“. This has a few meanings:
One, that this fitness center has people inside that will train others.
Two, it thinks one is looking for people to teach and train them.
Three, it thinks one has the ability to meet these trainers.

“FIRST TRAINING FOR FREE”. The assumed meanings in this are:
One is that a person’s training will be free the moment they begin their first session.
Two, that one will be working with the trainers in the gym.
Three, one will try out the various equipment that is in the gym.
Four, one will have the choice to continue in payment to proceed then to payment options.
Five, or they can leave and decide to take their own fitness into their hands.
Six, that the gym owner is being kind in allowing the first session to be free.
Seven, one always has the option to return if one so chooses to.

Picture Ad 1: Whitely Exerciser Vintage Exercise Equipment Ad late 1800s

“Health, Strength, Grace, Form” presupposes:
One, it a starting point to get a person’s attention to pay attention to the ad.
Two, it thinks that people want these attributes to add to their life.
Three, it thinks there is a need for this in the lives of civilians.

“How to Get Them” presupposes:
One, that someone who reads this wants these attributes.
Two, that someone is curious about this ad.
Three, someone is interested in achieving these things.
Four, it thinks there is a need for this in the lives of people.
Five, it thinks there is a lack of these qualities in the lives of people.
Six, it will show someone how to get these traits.
Seven, it giving people the option to be able to get those traits.

“How to Keep Them” presupposes:
One, that someone who sees this ad wants to be able to keep these qualities.
Two, that someone wants to embody these things as their own.
Three, they hope to achieve better health in those areas for their own bodies.
Four, this is telling someone how to keep these traits as their own.
Five, this also is showing someone how to keep these as their own.
Six, it thinks that there is a need for people to keep these qualities.
Seven, it thinks that there is a benefit in keeping these traits.

Picture Ad 2: 1932 Charles Atlas Ad

“LET ME PROVE IN 7 DAYS that I can make YOU a NEW MAN“! Pressuposes
One, that it thinks someone exists.
Two, it thinks one is looking at it.
Three, it thinks it has something to prove to someone.
Four, it wants to prove something to a consumer.
Five, it wants seven days of someone’s time to do it.

Picture Ad 3: JFK Fitness Ad 1950s and 60s

“Is this the shape of things to come“? Presupposes
One, that someone is there seeing the ad.
Two, someone can understand the message presented.
Three, that someone needs to know this.
Four, that this is important to know.
Five, that this is addressed to human beings.
Six, that society is lacking seriousness when it comes to these things.
Seven, that this is vital for people to take note of.

Picture Ad 4: Gym Motivation Quote

Be Stronger Than Your Excuses. Gym Workout Motivation Quote Stamp Vector Design Element.

“BE STRONGER THAN YOUR EXCUSES” presupposes
One, that one has made excuses before.
Two, that one is still making excuses.
Three, it thinks that one is weaker than their excuses.
Four, it thinks that one is giving in to their excuses.
Five, it thinks that one has excuses.
Six, it thinks it knows one and their life.
Seven, it thinks one lacks the strength to overcome their excuses.

Picture Ad 5: Gym Motivation Quote

your body can do it. It is time to convince your mind. Inspiring Sport Workout Typography Quote Banner On Textured Background. Gym Motivation Print

“YOUR BODY CAN DO IT/IT’S TIME TO CONVINCE YOUR MIND” presupposes
One, that it knows the capabilities of one’s body.
Two, that it knows the capabilities of one’s mind.
Three, that it thinks there is a need for what the ad is offering to people.
Four, that it knows that someone out there needs it.
Five, that this is something of importance that must not be overlooked.
Six, that the message is not enforced enough through society.
Seven, that the time is now that people need to know this.

CONCLUSION:

The principles of AIDMA are seen clearly throughout these ads, and what the presupposition behind the words of the ads are. In closing, Wang Yingfang states, “The use of presuppositions can help advertisements to enlarge the amount of information; make up for the shortcomings brought by short time and space, and furthermore can attract consumers to do the inference themselves.”

BIBLIOGRAPHY:

Bouso, Tamara. (2013). “The role of presupposition in the discourse of advertising: Nutritional advertising in health and fitness magazines as a testing-ground”.

Yingfang, Wang. “Vol.3 No.4 August 2007.” Analysis of Presupposition and Its Function in Advertisement, Canadian Social Science, Aug. 2007, core.ac.uk/download/pdf/236295037.pdf.