How To Sell Gym Membership With Sex?如何出售带有性别健身房会员？

When competitions are getting stiffer, the fine line between creative marketing and overt sexuality is getting even thinner.当竞争日趋激烈，创造性之间的公开的营销和一线性越来越甚至更薄。 In US,在美国， Equinox Fitness Club春分健身俱乐部 which is an upmarket fitness center has launched its “Happily Ever” campaign with a provocative advertisement campaign.这是一个高档的健身中心已经成功推出了挑衅性的广告活动的“快乐天使”活动。 May be it is true that sex sells in almost all industries, including fitness industry as I wrote in my earlier article –可这是事实性 ， 几乎所有行业，包括健身行业销售正如我在以前的文章说- Does Sex Still Sell in Sports? 是否还有卖性体育？

Here are some of the controversial print advertisement posters:以下是有争议的印刷广告海报：

The above picture shows that in an art class, few nuns are sketching a well toned naked male model.上面的图片显示，在上美术课，很少尼姑素描良好的调子裸体男模。 The nuns look like they hardly contain themselves.修女们看上去几乎包含自己。 They get to look at thing and imagine what it might be when it gets touch.他们让看的事情，想象可能是什么时，得到接触。

A good looking young man bends over backward by being a table and serving food to guests at a costume party.一个漂亮的年轻男子全都落后的是一个表和服务于党的食物，服装的客人。

A beautiful middle aged woman, in form-fitting dress, celebrates her birthday with few men of various ages surrounding her and trying hard to get her attention.美丽的中年妇女，在合身的衣服，庆祝她与周围的几个人不同年龄的生日，她和竭力让她的注意。 I wonder whether she is able to blow out so many candles on such a huge cake.我不知道她是否能吹出这样一个大蛋糕这么多的蜡烛。 She probably can “blow” the men away with her power.她可能“打击”和她的权力男子抢走。

A group of women preparing themselves for plastic surgery with marking on their bodies.一个整形外科准备自己与妇女群体的标示自己的身体。 They look “artificial” with heavy makeup and stylized hair.他们期待着“人工”与浓妆艳抹和程式化的头发。 However, the natural beauty captures the attention of an equally fit male model.然而，自然美景抓住了一个同样适合男模特的关注。

If the print ads are not good enough, check out the Equinox Fitness Club video ads which appears in cinema:如果打印的广告不够好，检查在Equinox健身俱乐部的视频广告出现在电影：

Mun's Comment: 门的评论：

• These advertisements can cut both ways.这些广告可以降低两种方式。 While some will be impressed, I will not blame others for associating this advertisement with soft porn.虽然有些人会留下深刻的印象，我不会怪赞同这种软色情广告等。 The advertisement agency has presented images which are playful.该广告机构已提出的图像是好玩的。 It goes beyond physical beauty of well toned body. It is also about fantasy – sensual situations with erotic and voyeuristic moment. The video is artistic.它超越了身体的有形，富有美感。 它还涉及幻想-与色情和肉欲的情况偷窥的时刻。视频美观。 It creates an atmosphere which is mysterious and may get people go for a gym tour.它创建了一个神秘的气氛，可能是让人们去健身房之旅。 But, I am not sure what will happen if a layman does not find what he or she has expected to see in the ads in the real gym.但是，我不知道会发生什么事，如果一个门外汉，没有发现他或她将看到在现实健身的广告。
• Out of few print ads, the one with nun is the most controversial. It pushed a boundary to the next line.出于一些平面广告， 与尼姑之一 ， 是最有争议的。它推边界到下一行。 I am sure some are offended by the use of nuns in the photo.我相信有些冒犯的修女照片中使用。 I hope that the image of gym will not be associated with “meat market” by layman.我希望健身房的形象将不会与“肉市场门外汉”。
• The tag line of the campaign is “Happily Evers.这项运动的口号是“幸运的埃弗斯。 What's your after?请问你在追求什么？ It's not fitness.这不是健身。 It's life”.它的生命“。 I guess the ads with the older woman blowing candles matches what the tag line is saying.我想与老吹蜡烛女子相匹配的广告标记行说。 Older yet still hot?老年人还觉得热吗？ The ads has got viewer to visualize a provocative outcome.这些广告已经得到观众看到一个挑衅的结果。
• I realize that different fitness clubs target different market .我认识到，不同的健身俱乐部， 针对不同的市场 。 So, the campaigns are clearly reflective of its strategy for its target audience – well educated professionals age between 25 and 55 and with high household income, as claimed by the company.因此，运动显然反映了其战略目标受众-受过良好教育的25至55和家庭收入高的专业人士的年龄，由该公司表示。 The typical gym is charging less than $100 or much lesser a month whereas Equinox rate is about $120 a month.典型的健身房，收费不超过100美元或每月少得多，而春分率大约是每月120美元。
• The advertisement went to the street in January 2008 when many people are having new year resolution to get on diet, be more fit or to lose weight.该广告于2008年1月到街头时，很多人都是新的一年的决议获得饮食，更适合或减肥。 Getting noticed is critical.越来越发现是至关重要的。 Like it or not, Equinox Fitness Club has achieved what it wanted for the marketing campaign.无论喜欢与否，春分健身俱乐部已经取得了它的营销活动通缉。 It gets people talking about the advertisement, mentioning about its name and getting them curious to visit the gyms. No publicity is bad publicity?它让人们在谈论广告，关于其名称提并让他们好奇访问健身房。 没有宣传是不好的宣传？

The club has opened a new chapter for marketing approach.俱乐部开设了市场营销方式的新篇章。 The creative director of the ads has defended the ads by saying that they are shot through the lens of a female photographer.广告的创意总监辩解说，他们是通过一个女摄影师的镜头拍摄的广告。 It probably not the last company doing this – presenting fit gorgeous models in as little clothing as possible to sell gym memberships.它可能不是最后一个公司这样做的-在短短提出尽可能服装销售健身俱乐部的会员适合华丽的模型。 Despite the negative comments, take this advertisement just an advertisement. It may not indicative of the clientele or the atmosphere.尽管负面评论， 借此广告只是一个广告。可能不是客户或大气中的指示。

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