Persuasive Advertising Messages


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I will use the central route to persuasion because we are providing a high-involvement service. We want to show advertisements with strong, well documented issue- relevant arguments that encourage cognitive processing. The type of source I will use is informal sources because from reading the articles on Curves the formal sources thinks that Curves work-out plan is not effective. So we want opinion leaders to get our name out to the public. For the message appeal I will use factual appeal because for Curves it will be more effective in persuading my target audience.
For the message framing I will use negative message framing because research indicates that negatively framed messages were more persuasive in high-involvement situations that encourage detailed information processing. I will use a two-sided advertising message because we want to show our customer why our gym is better than our competitors.
My magazine ad would be a group of ladies who are on various machine exercising and they would be in their mid-thirties, who are a little bit overweight. Then the headline would read “IMPROVE YOUR CURVES”. The written copy would say “ Ladies are you tired of fancy, over priced gyms where you spend long tireless hours on exercise machine and your bodies are not seeing any improvements. Then, we have the gym that is right for you. Here at Curves our workout plan is only 30- minute, no-nonsense individual workout on 8 to 12 exercise machines. While other workout centers cater to a marker segment that demands luxury, Curves focuses on larger segment- women with little time or money to spend on exercise routines. Whereas other fitness centers offer a wide variety of classes, workouts, and services, Curves offer only one. Curve’s is all about a quick no frills workout gym, where the women are in T-shirts, shorts or sweatpants (Instead of multicolored spandex.)

The registration fee runs between $40 and $70 with a monthly fee of between $29 and $49 depending on where the center is located. These fees add up to a yearly cost of $388 to $658, compared with the thousands people spend at fancier gyms each year. Spaces are limited so sign up as soon as possible. Because muscle weighs more than fat, we here at Curves measures success in inches, not pounds. One of our clients moved from a size 22 to a 12 shedding a total of 48 inches in as little as 5 months and she as recommended our services to her friends and family.

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“And by the way NO MEN are allowed in our facilities, the workouts are designed especially for women. So we hope to see you soon in our gym and remember you can always improve your curves.

I designed the ad this way because I was aiming at high-involvement consumers, so I packed as much information into the ad as possible. This is why I choose the central route to persuasion. The source had to be informal because the formal source does not think too highly of our gym. It only made sense to for me to use factual as my message appeal because we are trying to get customers to come to our gym so we are just giving them plain facts on why they should come to Curves. I used negative message framing because negatively framed messages are more persuasive in high-involvement situations that encourage detailed information processing and this is my target audience. I made it a two-sided advertising message because we want to show our customer why our gym is better than our competitors.


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