How does Nike use the interplay between text and image to communicate a message?
The image in Nike's "Dream Crazy" ad campaign conveys the message that individuals have the
power to defy expectations, break barriers, and pursue their dreams, no matter how
unconventional they may seem. Through the use of interplay between the advertisement’s text
and image, the ad campaign, featuring LeBron James, delivers a powerful message that goes
beyond just selling athletic products; it underscores the idea that individuals, regardless of their
initial roles or professions, have the capacity to make an impact on the world.
In this image, world-famous basketball player LeBron James is positioned in the center of the
photo under a black and white filter. He appears to be looking over his left shoulder, with his
back towards the camera. Upon first look, our eyes are immediately directed to him as he is the
only subject within this photo, commanding attention and serving as the focal point. When
LeBron James comes to mind, people often think of one thing: basketball. Yet, hidden beneath
that iconic jersey is a champion of social justice, education, and countless other important
causes. It's easy for many people to overlook LeBron's achievements beyond the court,
especially when his basketball prowess shines so brightly on its own. However, in this photo’s
use of black and white imagery, the distraction of color is eliminated, allowing viewers to stop
and take a little closer look – to peer beneath the surface of James as a person, and see him
through a different lens, one that reveals a powerful force for change and a beacon of hope for
a brighter future.
Moreover, the only source of light within the image is casted on James. This light further
illuminates the radiance of James’ societal impact, and the transformative potential that lies
within him. This also enforces the underlying message of the entire campaign, that individuals,
like LeBron James, are not confined to one singular path, and have the power to shine light on
different important issues and the paths they want to embark, no matter who they are and
what their initial profession is.
With his back towards the camera, James’ iconic “Chosen 1” back tattoo is revealed to the
viewers, bringing forth a wave of nostalgia from when he was first featured on the cover of
Sports Illustrated, tagged as "The Chosen One" at 18 years old. In this image, the word
“CHOSEN” takes center stage, not only showcasing his personal journey, but also highlighting his
choice to be more. It symbolizes his pursuit of something greater, to challenge the stereotypes
that athletes are solely entertainers, to break free from the expectations and limitations of
being a sports figure, and to prove that anyone can achieve more when they dare to dream
beyond the confines of their initial roles or professions. In choosing to be "CHOSEN," James
encourages the viewers to embrace their own potential for greatness and to achieve more.
The image in Nike's "Dream Crazy" ad campaign conveys the message that individuals have the
power to defy expectations, break barriers, and pursue their dreams, no matter how
unconventional they may seem. Through the use of interplay between the advertisement’s text
and image, the ad campaign, featuring LeBron James, delivers a powerful message that goes
beyond just selling athletic products; it underscores the idea that individuals, regardless of their
initial roles or professions, have the capacity to make an impact on the world.
In this image, world-famous basketball player LeBron James is positioned in the center of the
photo under a black and white filter. He appears to be looking over his left shoulder, with his
back towards the camera. Upon first look, our eyes are immediately directed to him as he is the
only subject within this photo, commanding attention and serving as the focal point. When
LeBron James comes to mind, people often think of one thing: basketball. Yet, hidden beneath
that iconic jersey is a champion of social justice, education, and countless other important
causes. It's easy for many people to overlook LeBron's achievements beyond the court,
especially when his basketball prowess shines so brightly on its own. However, in this photo’s
use of black and white imagery, the distraction of color is eliminated, allowing viewers to stop
and take a little closer look – to peer beneath the surface of James as a person, and see him
through a different lens, one that reveals a powerful force for change and a beacon of hope for
a brighter future.
Moreover, the only source of light within the image is casted on James. This light further
illuminates the radiance of James’ societal impact, and the transformative potential that lies
within him. This also enforces the underlying message of the entire campaign, that individuals,
like LeBron James, are not confined to one singular path, and have the power to shine light on
different important issues and the paths they want to embark, no matter who they are and
what their initial profession is.
With his back towards the camera, James’ iconic “Chosen 1” back tattoo is revealed to the
viewers, bringing forth a wave of nostalgia from when he was first featured on the cover of
Sports Illustrated, tagged as "The Chosen One" at 18 years old. In this image, the word
“CHOSEN” takes center stage, not only showcasing his personal journey, but also highlighting his
choice to be more. It symbolizes his pursuit of something greater, to challenge the stereotypes
that athletes are solely entertainers, to break free from the expectations and limitations of
being a sports figure, and to prove that anyone can achieve more when they dare to dream
beyond the confines of their initial roles or professions. In choosing to be "CHOSEN," James
encourages the viewers to embrace their own potential for greatness and to achieve more.
