As my theme for my advert is yoga, I will be creating an advert for online yoga classes for young women. The idea is that young women can take time out of their hectic schedules and can do these sessions in the comfort of their own homes, to feel more calm and relaxed. According to (Pathare, 2021), practising yoga regularly, aids women to 'maintain better physical and mental health, energy levels, and self-esteem'. Fitness, mental health and wellbeing are increasingly becoming important topics in today's world. Yoga is a growing, 'global phenomenon' (Baer, 2017), which arguably may bring balance to mental health, well being and fitness. Before I create my advert, I will study what existing adverts are there potentially targeting young women doing yoga.
This advert by Puma works well as a yoga collection promotional video by using celebrity endorsement. The advert cleverly features Bollywood's top actress: Kareena Kapoor, who is known for her daily commitment to yoga. The advert targets young women, encouraging them to take part in yoga in their hectic schedules, to find the bliss and calmness that Kareena Kapoor has achieved. Equally, it encourages the audience to purchase the new, fun, yoga collection by Puma, to help practice yoga 'anywhere and everywhere' (Puma, 2022) like Kareena Kapoor.
'Yogalosophy: 28 Days to the Ultimate Mind-Body Makeover'
The above is a book cover for a best selling book called: 'Yogalosophy: 28 Days to the Ultimate Mind-Body Makeover' by Mandy Ingber, also known as the celebrity yoga trainer who has trained many stars including Jennifer Aniston. The purpose of the book is to motivate readers to do yoga for 28 days for the 'ultimate mind-body makeover'. It is not surprising that the book was sold out, as it has a powerful title combining the words 'yoga' and 'philosophy' together. The use of colour pink with white and sky blue as well as the pose of Mandy in the centre alongside Jennifer Aniston's endorsement draws the attention of the reader to focus on the powerful yet memorable tagline '28 days to the ultimate mind-body makeover' (Post, 2016).
I think I will definitely use a similar shade of pink, with a young woman doing a yoga pose in my advert and will combine two words to emphasise on my title and company name. I also hope to use a short and snappy tagline for my advert.
This post above is an example of the backlash towards yoga and the attitude that some women may have towards yoga as an exercise. This may be due to the lack of time in their busy schedules (Burke, 2017). As a result, I want to create a advert that allows young women to make time to take a breather from their busy lives, boost their energy, maintain their balance and calmness by doing yoga in the comfort of their own homes.
I think an image of a young woman doing a yoga pose in her home with a potential short, snappy tagline of which uses alliterations and sums up the yoga classes experience like: 'Boost balance and breathe bliss..'. As yoga is form of an exercise, I am thinking of calling the title/ company 'Yogacise', merging the two words together. I will promote this as an online class that targets young women, providing them with an 'exceptional, elevating, experience' in the comfort of their own homes.
References:
Pathare, S. (2021) Why women should make time for yoga. HealthifyMe. Available at: https://www.healthifyme.com/blog/women-make-time-yoga/ (Accessed: October 30, 2022).
Baer, D. (2017) This is why yoga became such a global phenomenon, Medium. Thrive Global. Available at: https://medium.com/thrive-global/this-is-why-yoga-became-such-a-global-phenomenon-9169be6e7c44 (Accessed: October 30, 2022).
Ameatball (2019) Yoga tweets that every rational person can sympathize with, Cheezburger. CheezCake. Available at: https://cheezburger.com/9620741/yoga-tweets-that-every-rational-person-can-sympathize-with (Accessed: October 30, 2022).
Burke, A. (2017) 20 reasons you can't do yoga... and why none of them are true, Home. Yoga International. Available at: https://yogainternational.com/article/view/20-reasons-you-cant-do-yoga-and-why-none-of-them-are-true (Accessed: October 30, 2022).
Post, T.W. (2016) Celeb yoga instructor can help bring out your inner Jennifer Aniston, The Denver Post. The Denver Post. Available at: https://www.denverpost.com/2013/06/16/celeb-yoga-instructor-can-help-bring-out-your-inner-jennifer-aniston/ (Accessed: October 30, 2022).
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