Start a sport as an adult : Encourage adults to start a sport through storytelling

This thesis investigates how storytelling is used in gym commercials through a semiotic analysis from Friskis och Svettis and Fitness24seven. The analysis identified how the companies use visual language, storytelling techniques and emotional expressions to influence viewers. The analysis of Friskis and Svettis results in them using a narrative that reflects everyday life while Fitness24seven has chosen to focus on appearances and training ideal. The study is supported by theories like storytelling and representation based on Lupton (2017) and Hall (2009). The ideology of healthism is discussed as well, based on Peticca-Harries et al. (2024). The results indicates that image selection and narration affect how the commercial is experienced by different individuals and who feels included in the message. The conclusions that are made in this thesis are used to produce my design project, which resulted in a magazine which goal is to encourage more adults to participate in sports.