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Jacques Patrick
Ashley Humphries
ENC 1101
28 March 2015
Exposing The Tiger Woods Ad
Tiger woods is arguably the best golfer of all-time. He has won countless of Major golf
championship’s throughout his career, made over a billion dollars in earnings, and was regarded
as the Number one Golf player in the world in the world for a long period of time. He was named
the world’s most powerful athlete multiple times by Forbes.com, so that probably could tell you
he was a high character guy and many people looked up to him. He was endorsed by almost
everyone from Nike, EA Sports, Gatorade, Gillette, and many more top notch companies. One
night though an incident occurred and changed many people’s perception on Tiger as a person.
Thanksgiving of 2009 a car accident occurred outside of the house of tiger woods home
that left him unconscious. Police, ambulance, and countless of media outlets flooded the scene to
see what could of went wrong with the almost perfect Tiger Woods. As everybody started to try
and uncover what happen things started to seem kind of sketchy because the accident report
wasn't released until twelve hours after the actual crash happened. This made many people feel
like there was more to the story considering the fact that two days prior to the accident the
“National Enquirer published a story alleging that Woods had been seeing a New York night
club hostess, and that they recently were together in Melbourne, where Woods competed in the
Australian Masters.” This was the beginning of what would be a nightmare of months for tiger
woods, he lost endorsement deals, he couldn't play golf because of the injuries he received from
the crash, and his yearly income dropped from 75 million a year to 58 million a year. Then when
thinking things couldn't get any worse for tiger they did. Tiger’s wife Elin Nordegren filed for
divorce after multiple women came forward about affairs they had with Tiger. People knew
Tiger ways were too good to be true.
Nike is a multi-billion dollar company so anything they produce or promote gets plenty of
attention. The purpose and point behind many of Nike’s ads are that if you wear their product
you can become a superior athlete. They do this by getting the top athletes from each sport to
wear their product and Nike did this with Tiger Woods, basically saying winning is everything
when it comes to Nike.
In the original ad it seems that Nike wanted to emphasize on the fact that winning is
everything and everything else comes after that. I say this because Winning is the first word in
their statement and everything is the last word, which is something I say they did on purpose.
This isn't the right thing for a company such as Nike to promote because it's very misleading and
untrue. I say this because basically the message I interpreted, was that as long as you're excelling
at your sport you can do whatever you want and it won't catch up to you unless you start losing.
I did pick up on something else however and that was the color red Nike used in their original
Ad. I believe Nike used the color red because they knew Woods had lost many fans due to the
fact that he had cheated on his wife that he had several kids with. So when Woods
started winning again he became more of the villain opposed to the hero everybody used to
consider him. So the red Nike used was fitting for the picture because red is usually associated
with the villains.
This ad was very intriguing to me because I'm an athlete and I don't agree with the message
Nike is trying to portray. People nowadays tend to think that when an athlete is at the top of their
sport, athletes think they are invincible and get full of them because they think everybody bows
down to them as if they are a king. I’m exposing that fact that Nike is okay with the perception
that Big time athletes get, once they have one mess up during their career as long as their
excelling and making the Nike brand money.
In my anti-ad I decided I wanted to uncover what Nike and Tiger Woods really meant in the
original ad Nike released when they displayed a picture of Tiger Woods saying “Winning Takes
Care of Everything.” The original picture for the ad did not really serve me justice for the
message I wanted to present so I switched the picture. With this new picture I used a image of
Woods giving a slight grin with his finger going horizontally over his lip with the text “Winning
gave me a clean slate.” This is what I think Nike really meant in their original ad because now
tiger woods is again regarded as the number one player in the world, and he's back to being the
top athlete in the world so everybody is now silent about his past miscues from a few years ago
due to his success again.
In my anti-ad I was really aiming to expose what Nike really was portraying in the original
ad and everything it stood for with the message and image of Tiger Woods. Tiger woods is a
great golfer but just because he’s a great golfer doesn't mean people should brush away the fact
that he has flaws and that he did some terrible things in his past. That is why I changed the
picture in my anti-ad to an image of him grinning with his finger going horizontally across his
mouth as if he telling you to be quiet. This was a technique I thought was important in the
message I was trying to use in my anti-ad because it supported, what I was saying when I said
Woods latest success silenced his past slip ups. I did keep the red bold “world #1” text because I
believe even though tiger woods is successful again in some people's eyes he is a villain and can't
be forgiven.
I wanted my message in my anti-ad to be directed towards any Nike consumers because I feel
they deserved way better than this considering how much Nike product cost. I feel it was outright
wrong for them to promote that message to its consumers because not only do people my age
buy and keep up with Nike products, young kids do to and I feel that's not a positive thing to use
one of the world’s most powerful athletes to send a message like this. I feel my writing was very
persuasive because I went into detail about every little thing when it came to exposing this ad. I
uncovered the smallest of lies and exposed it with the truth, whether it was from the wording of
the text or the color used in the image I feel I exposed it all. For example I went into detail about
how Nike put winning first in their original ad and everything last to kind of deem the fact that
winning is all that matters and everything else comes last. Small stepping stones like that are
what allows me to feel my writing is persuasive in the message I'm trying to give.
In this writing I had a lot of issues expanding on certain topics. It was hard for me to just
breakdown every little detail about why I did this and why I changed that. If this would've been a
writing where I could just talk about one thing and expand on it, then I feel things would've went
a lot smoother for me. I can recall in one part in my writing as I was following the checklist of
the things I should include In my writing, I got to one thing on the checklist and it asked me what
I was aiming to do with my anti-ad. I knew what I was aiming to do with my anti-ad but it was
something I could not expand on and write four to five sentences about. That was most of the
problems I had when writing this paper but if I had to write it all over the only thing I would
change is the structure of the paper. What I mean when I say this is, I feel like I tried to align my
writing just as the checklist asked even though we didn't have to follow the whole checklist. I felt
that following the checklist was the only way I would meet the word count on this paper and
have a quality paper doing so.
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