The magazine golf digest is one of the most popular sports magazine in the world. On the magazine's website, they attempt to convey the "one of us" advertising technique often seen in politics. Golf itself, viewed by society as a high class, or "rich man's" sport. The digest magazine tries to break this mold with the headline "EL CHEAPO" in front of an old car. This appeals to the consumers that view golf as out of their financial class. Effectively widening the audience of gold and consequentially, the magazine.
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