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Tiger Woods/Tag Heuer

Tiger Woods/Tag Heuer. Appeal #1: Dominate. His stance is very dominant and aggressive because he’s looking directly into the camera and swinging his golf club at the camera. His expression is one of winning and focus. The colors are mostly dark which also signals dominance.

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Tiger Woods/Tag Heuer

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  1. Tiger Woods/Tag Heuer

  2. Appeal #1: Dominate • His stance is very dominant and aggressive because he’s looking directly into the camera and swinging his golf club at the camera. His expression is one of winning and focus. • The colors are mostly dark which also signals dominance

  3. Appeal #2: Agress • The look on Tiger’s face signals he’s ready to beat you in whatever game you engage him in. • He’s pointing the golf club at the consumer in an aggressive manner • The text (and Tiger) is challenging the consumer to reflect on what they’re “made of”

  4. Appeal #3: Prominence • As for the text in the ad, the company is described as a Swiss watch company and the Swiss are the thought of as the experts in the field. The company is also mentioned as being around since 1860 which signals to the consumer that they have a lot of experience and prestige. This fulfills the need for prominence which is the need to be “admired and respected, to enjoy prestige and high social status” (Fowles 122). The wording at the lower corner states, “What are you made of?” challenging the consumer to rise to the challenge and succeed

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