LEAP 2 Project

This LEAP 2 project is about the propaganda behind Planet Fitness and their tactics to create subgroups within gym culture. I've analyzed this piece of contemporary propaganda to show you some hidden contexts within the advertisement, "I lift things up and I put them down". This piece of advertisement can serve as propaganda because it influences the way the public views Planet Fitness as a brand, while it also discretely shames body builders.

Click the video down below to learn more about my LEAP 2 project!

https://www.youtube.com/watch?v=weJDMcNs13U

Work cited:

- ONeil, L. (2011, May 08). Planet Fitness vs. the lunkheads: Why is a health club trying to alienate people who love to work out? Retrieved March 07, 2018, from http://www.slate.com/articles/health_and_science/medical_examiner/2011/05/gym_rat_control.html

- Holiday, R. (2013). Trust me, Im lying: confessions of a media manipulator. London: Portfolio Penguin.

- Hilarious Planet Fitness Commercial: I Lift Things Up and Put Them Down. (2012, February 25). Retrieved March 07, 2018, from http://www.sportsgeekery.com/5184/hilarious-planet-fitness-commercial-i-lift-things-up-and-put-them-down/

- Planet Fitness Outrage. (2012, February 14). Retrieved March 07, 2018, from http://fabodylous.com/2011/01/planet-fitness-outrage.html