Katie Mitchell 0

Revise The Rush's Advertising

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Dear Sir or Madam, Thank you for promoting personal health and fitness by offering The Rush's services in several locations across the city of Chattanooga, TN. We are grateful for access to quality exercise facilities and appreciate the need for advertising. However, we want to express our disappointment with many of your billboards as they tend to be rather offensive - especially in their portrayal of women. While we understand that you wish to advertise the desirable results gained by using your gym, we do not appreciate seeing scantily clothed women every time we travel on a major road. Several women who value health and fitness purposely avoid using The Rush simply because of its offensive advertising. Many of your billboards only focus on the bare midriff and bust of a woman without even showing her face. Examples include a woman in a bikini whose face is covered by a hat, a huge picture of woman's bare waist, and even an older ad that portrayed a man's full upper half while portraying merely the torso of a woman without her head. This communicates that you think a woman's only assets are her small waist and large bust, without any regard for her intelligence and equal status with men in this country. Some of your advertising effectively promotes your services without plastering a scantily-clad woman's body over the freeway. One of my favorites is the billboard of the entire family presented in modest exercise clothing. Other billboards use colorful writing, measuring tape, etc. to promote your services. We would prefer to see more advertising of this kind and resent the billboards that objectify women. Please revise your marketing. Thank you.


Katherine Mitchell is a Chattanooga resident who holds a B.A. in Sociology. She loves being active in her city and thinks fitness can enable people to enjoy the lives God gave them to the fullest. She just doesn't like feeling objectified or physically defined by indecent advertising.
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