Tiger Woods Advertisement Analysis

Living amidst this age of advertising bombardment driven by the constant tug of war between businesses and consumers, it is no longer surprise to see how far some commercials would go in order to achieve their goals. With the consumers’ eyes growing clearer and clearer, bolder and even bolder commercials were created to capture their interest. Some commercials may seem inappropriately sexual or even offensive at the very first glance, whereas some may choose a more subtle way to convey their messages instead. There was one particular advertisement in 2013 that fits right into the second category, created by Nike featuring Tiger Woods with a quote from himself: “Winning takes care of everything”, which provoked severe criticisms from the public.

1 golf player, a rank he lost in the late 2010. The advertisement features Tiger Woods crouching low and eyeing a putt. His solemn expression and intense eyes on his face indicates his determination to achieve his goals. The most significant element and, perhaps, the most controversial one, in this advertisement is the white-colored, bolded quote that reads “Winning Takes Care of Everything.” located right at the center, where the audience’s eyes will be drawn to first. It is a phrase that is often used by himself in reference to his on-course performance. Underneath the quote it reads “Tiger Woods, World #1” with the second half of phrases highlighted in red. Lastly, the advertisement’s owner, Nike’s signature Swoosh logo is visible on both Tiger Woods’s shirt and at the bottom right corner alongside with a red-colored “Victory”

However, things always turn into their opposite when they get to their extreme. Numerous researches and studies have accounted for the fact that males are more likely to commit dangerous behaviors, violence, sexual aggressions, drugs, behavioral disorders, mental illnesses or even suicidal behaviors than females. These findings are often associated with male’s need of maintaining their masculinity (in this case, the desire of winning), an idea that keep being emphasized by the cultures that surround us – particularly the likes of this Tiger Woods advertisement and its