TOW #10 Gold's Gym Advertisement (Visual)

     Gold's Gym is a well known and nationally recognized American gym that has been around for about 50 years, first opening its doors to the public in May of 1965. To celebrate its successful achievement in longevity, and ultimately to showcase their "legacy of strength", Gold's Gym began its "growing stronger together" campaign in the beginning of 2015. This campaign focused primarily on the introduction of the gym to new clients and began a strong push for new members. As a result of this new campaign the following ad was published in many fitness magazines across the nation. The simplicity of this advertisement is what makes it so successful, utilizing strong contrasting colors and a juxtaposition of contrasting images to depict the effect of their gym in hopes of compelling new people to join. 

      The most eye catching part of this image is the use of bold black letters across a bright yellow backdrop. These colors are not only successful in drawing in attention due to their brightness, but also in serving as an extension of their own product since black and yellow are the colors of the gym. Due to the intensity of these colors, this ad immediately stands out and leaves a lasting impression for readers. However, the most eye catching, and relevant to the point of the ad is the use of contrasting images to represent letters. The way that the two beginning images are positioned makes them appear to take an "A" shape, and because of this, spell the word "FAT" in bold letters. This word corresponds to the emotional response brought forth when viewing the two images of overweight men and brings an ultimately negative connotation to the entire idea. By contrast, the bottom image not only displays a man who is obviously in better shape, but is positioned in such a way so that his body appears to make an "I" shape. With this, the last word appears to be "FIT" rather than "FAT". It this way, the ad implicitly showcases the the positive effects of the gym, making a man (and his corresponding word) go from fat to fit.