After Tiger Woods had the scandal involving his sex addiction, car crash, and divorce his image was obviously suffering. As a fan of golf, especially American golf, I was devastated to see one of my idols name being dragged through the mud. I was, therefore hopeful that Tiger would be able to get his life back on the right track and return to golf. Therefore, when I saw this Nike commercial it probably affected me more than the average person, but I still think the commercial does an excellent job of trying to reconstruct Tiger's image.
http://www.youtube.com/watch?v=5NTRvlrP2NU
The voice is of Tiger's father who died several years ago. He was Tiger's largest mentor, and Tiger was devastated when he died. This is meant to evoke a response of empathy for Tiger. Earl's appeal to Tiger is the US, and our empathy is the UCR. The conditioned stimulus is Nike and Tiger, and the CR then is feeling that Tiger has rehabilitated himself, and therefore people will continue to buy Nike. It appears that Nike's gargantuan advertising budget has avoided a crisis through classic conditioning.
