Peloton's Advertisement: Why is It Sexist and Dystopian

Subject and Section
Professor's Name
Date
Title
Young generations, and not only adults, have been continuously maintaining physical fitness that provides them excellent health for their everyday actions. Regular exercise and proper diet have always been factors that strengthen and lengthen a person's life expectancy following the research in health care policies (Rakowski and Mor). Thus, gyms and gym workouts rose to fame as people started to accept its culture as a medium for them to improve their training for a better, healthier, and fitter version of themselves (Doğan). This fame gave birth to different gyms and fitness companies such as MYX Fitness, Soul Cycle, Mad Dogg Athletics, Peloton, and many more who had different fitness approaches. One approach is spinning, which was referred to as indoor cycling and gained fame in the industry, especially Peloton's bikes, a renowned company in the fitness industry. However, with its fame, controversies always follow, such as how the advertisement of Petolon was flooded with criticisms for sexism and dystopian (Ortiz). This paper reflects why criticisms of the people were enticed and how this advertisement was shadowed as sexist and dystopian.
It was the Christmas season, where most industries change their motif for advertisements to blend in with the season. Like others, Petolon produced a new advertisement commemorating the cold but warm season of giving and love. This advertisement was about a woman gifted by his husband a peloton bike, which she then said changed her life. At first glance, it was a heartwarming advertisement where the husband gave the love of his life a medium to maintain her health. Soon after, theories of sexism and dystopian can be seen although out the advertisement. Sexism refers to the discrimination against women (Reid). Meaning, it is a practice where women are being chased for their honor and capabilities and are seen as mere fragile beings that do not deserve the limelight in men's field. In the advertisement, the main protagonist was the wife and was the center of the reasons why it was sexist. In the advertisement, everyone can see that she was still gifted with an indoor exercise tool despite the great built that the female lead holds. This action could hold hundreds of meanings, such as man wants women to develop and maintain a specific figure or lose weight even with that body because that is how man defined beauty in women. It also sparks people's rage when the female lead said that the item changed her, for which there was no change at all since she was already fit from the start. The idea of "change in one year" showed no sign of physical change in the female lead makes the phrase above downright mockery for its buyers (Rivas). The irony that beholds the women's lines at the end was one reason for the advertisement to be criticized.
On the other hand, according to Vieira, dystopi...