(Tiger Woods story updated with results from study of how public has reacted to his televised statement.)
"I think Tiger is a disgusting man," one reader wrote, after the televised statement. "He's a coward and a cheater and made a fool of his fans, especially the young ones."
In fact, Davie Brown Entertainment, a part of Omnicom (OMC) has conducted a study that shows Tiger's public apology did not affect his scores in a positive way."You would expect to see his scores rise," Matt Delzell, a director at Davie-Brown Entertainment said. Delzell says that usually a televised statement where a celebrity admits and takes responsibility for past mistakes would provide some reprieve. But there was something that the public wasn't getting from Tiger's message. "I think the sincerity of it is being question," Delzell explains. "It was too scripted. It felt like it was written by somebody else." Tiger's statement was given on February19th and the national survey concluded on March 2nd. The results show that Tiger has actually dropped in "appeal or likability" since the televised statement; in "aspiration," or the degree to which consumers feel the celebrity has a life to which they would aspire; in "breakthrough," or the degree to which consumers take notice of the celebrity when they appear on TV or film; a bit in "influence;" and slightly in the "trend setter" category. In terms of aspiration, Tiger's score is now on par with celebrities such as Jon Gosselin, Heidi Montag, Barry Bonds, and Kevin Federline, according to Davie-Brown Entertainment -- and that's a party you don't want to be invited to. So what is Tiger to do? Well, Delzell says there are usually three ways that a disgraced celebrity can begin to improve his or her image after a highly publicized scandal: First, to make a sincere apology and to do it quickly -- which of course is an area where Tiger missed the boat; he should have done it faster. Secondly, the disgraced celebrity should "keep their nose clean" and let time pass. Third, the celebrity should have success in his or her career; so Tiger should make sure that he is successful on the golf course, which has never been much of a problem. These combined might not erase his errors from people's memories, but they will help, Delzell says, them get pass his transgressions.
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