1. Using the concepts of attractiveness, expertise, and trustworthiness, explain what makes Tiger…

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1. Using the concepts of attractiveness, expertise, and trustworthiness, explain what makes Tiger Woods an effective (and extremely well paid!) endorser. Do the same for Maria Sharapova.
2. Presented early in the chapter was a quote from philosopher Alfred North Whitehead stating, “Seek simplicity and distrust it.” What does this quote mean in terms of the effectiveness of particular advertising appeals, such as the use of humor?
 

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