What meanings does celebrity endorsement bring to the brand in this advert?
The celebrity endorsement brings that the brand has been the first place of the industry for a long time on the grounds that Tiger Woods had set the record in the Official World Golf Rankings for 264 weeks, which is the longest domination. This also symbolizes a successful life like Tiger Woods before when having a TAG Heuer watch. In addition, the brand would be seen as a long-established brand as either golf industry or the golf career of Tiger Woods has begun from a long time ago. Besides, the watch of TAG Heuer is considered as a professional, high-end, fashionable and detailed since golf industry is usually seen as a high-class sport activity and every stroke needs to include many considerations that may affect the stroke. However, Tiger Woods has won lots of awards, which signifies that the brand has also emphasized as much detailed as they could.
Why do you think Nike was under pressure to drop him?
In 2009, Tiger Woods admitted his infidelity in his marriage. His marital problem has stirred up controversies among society. Moreover, Tiger Woods had announced that he would indefinitely withdraw from golf industry. Therefore, not only had the image of Nike suffered damage, but also its sales of golf equipment products would be adversely affected. Financially, Nike also had to consider its shareholders loss attributing to Tiger Woods’ affair. On the other hand, Nike had to take account of the sensitivity of some customers, in particular, women, due to his infidelity.
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