The advertisement is one of many for a series of fitness videos entitled, “DailyBurn .” It boasts availability for a cheap price: “its yearly cost is less than that of a few hours with a professional trainer .” It also states it is available on virtually any device with an internet connection and streaming capabilities. The videos claim to be versatile, allowing the individual to tone everything from head to toe while they are working with the DailyBurn program. The program offers flexibility, as well. Moreover, there are videos that promise to teach nutrition to those who are woefully misinformed. Perhaps best of all, there are different skill levels, and different lengths of time that classes are offered, promising there are a skillset, and a time for every individual, busy or not .
There are several different forms of motivation being targeted in the ad. Incentive is being used indirectly . It does not use the typical, “Before,” and, “After,” effect that many workout programs attempt to use in order to motivate people. However, it does use ease of availability and price as a form of incentive. Achievement is also used as a form of motivation . When the advertisement briefly discusses different skill levels and amounts of time each participant can choose, the ad mentions the longer one participates, the sooner they will see themselves perform workouts at a harder skill level, which is a motivation for some. The idea that one may eventually perform their workout at a different, better skill set aligns itself with motivation of growth and power. The individual sees strong, powerful, but average looking individuals in the advertisement working out with strong, powerful trainers and sees that as motivation to do so themselves . Fear was not used as motivation, which appears to have been a smart move, as fear often inhibits people from making a decision . Social motivators were also not used, as one of the primary reasons DailyBurn is said to be so successful is it is an “at home” gym, therefore, there is no real way it could be used for social reason.
The primary motivators are based on intrinsic theory, meaning the motivators are coming from within the individual who watches the DailyBurn advertisement, and eventually agree to sign up for the program’s services . It may prove to be more effective than other motivational theories, simply because of what DailyBurn is. For example, extrinsic motivation demands motivation comes from outside of ourselves; we rely on outside motivation to do well. For example, we will rely on outside recognition to keep striving forward. DailyBurn would immediately fail in this context because it is a home-gym. We would be forced to leave the house daily, noting every lunge and crunch we performed, waiting patiently for a pat on the head, or hopefully an award of some kind if we hoped to keep up any kind of momentum. With intrinsic motivation, the momentum comes from within. For example, we all have a deeply-rooted desire to accept ourselves, and sometimes this is attached to looking in the mirror and liking what we see . Thanks to society’s stigma that has been placed on the human body and what it should look like, we sometimes need help raising ourselves to these standards and staying at them, or proving we are capable of meeting them in the first place. This is internal, and because it is internal, and DailyBurn is a home-gym, there should be no problem maintaining success using this method after signing up.
References
Cronen, P. (2015, April 6). DailyBurn.
Dornyei, Z., & Ushioda, E. (2013). Teaching and Researching: Motivation. London: Routledge.
Sirgy, J. M. (2015). Self-Image/Product-Image Congruity and Advertising Strategy. Developments in Marketing Science, Developments in Marketing Science: Proceedings of the Academy of Marketing Science.
