Gold's Gym

This advert for Gold’s gym uses the ‘extreme version’ of the ‘consequences template’ (Goldenberg, Mazursky, & Solomon, 1999). This template aims to provide the viewer with the implications of executing the recommendation of the advert, which in this case is gaining strength by going to the gym.

The advert suggests that going to the gym allows you to become strong enough that you will no longer need anyone to help you move heavy furniture. While this is an extreme and probably impossible result, the consequences are based on a true fact that is familiar to the audience, which is that you will get stronger by going to the gym.  However, the unrealistic extreme of the consequences are easily identifiable by the audience. Nevertheless, the advert certainly grabs your attention by using this template and is sure to appeal to those planning on using this gym.

Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.