Sunday, August 29, 2010
Tiger Woods and Gillette
Out of the infinite amount of advertisements that are displayed on television, and the diverse number of demographic groups that they appeal to, I chose to speak about Tiger Woods and his endorsement with the company Gillette, a company that advertises safety razors. The controversy surrounding Tiger Woods and him losing his contract with Gillette allowed me to further analyze and understand what demographic Gillette is appealing to and the type of person they want representing their product. From observing Gillete’s commercials and the people they choose to display in them, I assume their impression of a clean shaven man is representative of a man who is successful, loyal, and hardworking. This is why when issues about Tiger’s infidelity arose, Gillette chose to end his contract with him because he was no longer living up to the image that Gillette wanted its models to portray.
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I like how you have analyzed the commercial before he had his infidelity issues and why Gillette used him in these type of commercials. They were looking for a "clean" man both literally and figuratively. Before Tiger Woods had his issues, he was one of the most respected men in all of sports and anybody would die to be just like him. Ever since last Thanksgiving, he has very little respect and a perfect example is Gillette dropping him from their ads. Very good post.
ReplyDeleteI believe that Tiger Woods can still be an effective spokesperson even after his mistakes. He can appeal to a new group of people, people wanting a second chance.
ReplyDeleteGillette definitely uses the strong athletic man to help them sell razors. Of course there is no female demographic so they aim their marketing strategies at men. They use famous, attractive and successful athletes to do so. It was wise of Gillette to drop Tiger after the media storm that surrounded him. They want a positive spokesperson that men may look up to or admire. With the loss of most of Tiger's credibility, Gillette was wise enough to cut their losses.
ReplyDeleteGillette did do a smart thing in not using Woods in their ads anymore. They knew the image they wanted and Woods was not it after his scandal. However, other companies like Nike capitalized on Woods' issues and saw it as a way of launching a whole new image of Woods. Tiger Woods could still be effective, it just depends on the company.
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