Nike- Find Your GreatnessBy Gentry Lewis

Background InfoThis image was originally in the form of a commercial, and the picture was taken from it to use as an advertisement. It was released during the 2012 Olympics in London to portray that you don’t have to be an Olympic athlete to find your own greatness and reach new heights as an athlete.

Duncan. "Nike Find Your Greatness." The Inspiration Room. The Inspiration Room, 2 Aug. 2012. Web. 21 Feb. 2013.

Audience?Who did Nike intend to reach or communicate to with this advertisement?How can we tell?

Audience

This advertisement was intended for everyone, but more specifically for athletes. We know this because Nike is a brand of athletic wear and the “Find Your Greatness” commercials were produced during the Olympics, featuring many different sports.

Purpose/Intention?

How was the photograph first used? How is it used today?Why do you think the photographer created this photograph?What was the photographer trying to express through this image?How does this image support that idea?

Purpose/Intention

This photograph was first used in the 2012 London Olympics, but the purpose has remained the same since it was released.

This picture was taken to inspire people, no matter their shape, size, age, or ability. This picture exemplifies this because is shows a small boy about to jump off a diving board that would terrify most adults because of its height. Although we never really know if he jumps or not, we assume that he did and that he “found his own greatness”, even though he is small.

Composition Factors?How does the framing of the photograph affect your point of view and the effectiveness of the advertisement?Where did the photographer stand to take this picture?What draws your attention in this photograph?Is there strong visual contrast in the colors? (Light vs. Dark)Is the photographed balanced?

Composition Factors

The framing effects the advertisement because we see how intimidating the height of the board is from the little boy’s point of view. It makes the ad more effective knowing that this little boy found enough bravery to jump. The photographer must have stood on the board with the boy to take the photo. Our attention is drawn to the little boy and the words displayed across him. By focusing on the boy we see how small he is in relation to the “big picture” but we also know that he doesn’t let his size affect his greatness.

There is strong visual contrast with the light blue colors of the water against the little boy’s dark skin. The white letters also add contrast. The photographed is very balanced from top to bottom and left to right because the boy and words are centered.

Rhetorical TriangleHow does this advertisement use the rhetorical triangle and the three appeals to convey it’s message?

EthosNike creates credibility very easily because they are such a big brand name. They are credible because they know athletes and have been a big part of sports globally for many years.

PathosPathos is appealed to because we naturally feel emotions for the boy at the top of the board. We’ve all had instances where we learn to conquer our fears, and they’re usually pretty scary. Not to mention the fact that when you’re a child everything can seem bigger and scarier. This advertisement would lose a lot of it’s Pathos if it had shown a fully grown man about to jump. We feel pride when we accomplish our goals, and these emotions can be felt through the image of the boy about to take this leap.

LogosThe use of Logos in this advertisement is very small and not noticeable. If you think through the picture logically, what should stand out is the word “find”. Your greatness isn’t going to just come to you, you have to search for it and be brave. You will never be great at what you do if you don’t put forth the effort.

SourcesSame website used for image and background information.Duncan. "Nike Find Your Greatness." The Inspiration Room. The Inspiration Room, 2 Aug. 2012. Web. 21 Feb. 2013.