How Peloton Advertises Its Brand Using Motivation Essay

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Exercise Advertisement Summary and AnalysisToday, consumers are increasingly health-conscious and growing numbers are purchasing exercise equipment to help them get and stay in shape. Despite the fact that the so-called “daily dozen” series of exercises can keep people physically fit, many consumers feel that fitness equipment makes the exercise experience more enjoyable and effective as well as more customizable (Tighe 2022). One major manufacturer of world-class exercise equipment, Peloton, has recently launched a new advertising campaign entitled, “Motivation that Moves You” in an effort to grow their product lines (Peloton launches new advertising campaign and commercial 2022). A press release from Peloton indicated that 60-, 30- and 15-second versions of the “Motivation that Moves You” advertisement would initially be presented on various media, including television, social media platforms, digital media and other channels in the North American market (Peloton launches new advertising campaign and commercial 2022). To determine how this advertisement operates, the purpose of this paper is to provide an analysis of six topics (i.e., ethos, pathos, logos, context, audience and purpose) concerning this recent advertising campaign, followed by a summary of the research and important findings about Peloton and its marketing initiative in the conclusion.Review and Analysis1. EthosHow does this ad establish credibility?Besides its global reputation for manufacturing high-quality exercise equipment, Peloton’s “Motivation that Moves You” advertisement establishes credibility by featuring four of its best instructors who provide their own professional, empirical observations concerning the company’s product line of exercise equipment. The four trainers (Adrian Williams, Rad Lopez, Cody Rigsby and Jess Sims) accomplish this outcome through a series of motivational exhortations to various audiences, including a struggling football team at halftime, a corporate board meeting, and even a Monty Python-ish group of curious but otherwise-wretched medieval villagers. In each instance, the trainers seek to motivate their audience by assuring them that they are capable of improvement if they are willing to invest the requisite time and effort, a concession that further enhances their credibility.Further, this advertising strategy is based on Peloton’s consumer research that indicates their trainers wield significant influence on the company’s target market.

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In this regard, one company spokesperson reports that, “One of the things we regularly hear from our members is the powerful relationships they form with their favorite instructors. We wanted to bring that front and center for the first time—and showcase the different flavors of motivation via different instructors and styles” (as cited in (Peloton launches new…

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…2022).6. PurposeAll ads share the goal of making money, but what else is your ad trying to do? How do they accomplish their goal? Are they doing anything that works against their goals?The series of introductory skits that are used in this advertisement are not sufficiently entertaining to keep most consumers from changing the channel or surfing to another site. By burning so much air time with their efforts to motivate everyone, Peloton fails to motivate anyone. Past ads have featured the company’s exercise equipment prominently throughout (Tighe 2022) and this strategy has proven effective; Peloton should reevaluate this marketing strategy in view of its slipping sales.ConclusionThe exercise equipment sector continues to grow year-to-year due in large part to American consumers’ desire to live longer, healthier lives and look their best while they are doing it. The recent Peloton advertisement, “Motivation that Moves You,” is a continuing effort on the part of this company to capitalize on these trends, an effort that has assumed new importance in recent months as the company’s sales have declined post-pandemic. Although this advertisement succeeds in establishing credibility and uses compelling imagery to maintain audience interest, it largely fails to actually motivate people to make the expensive decision to….....

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