This text contains conceptual meaning that really the best
things in life are on the other side of terror. It sends a message that a person
really needs to work for any level of success they what to achieve. In the instance
of the ad, until the boy jumps, everything is negative, and he is super scared and really he can never “find his
greatness”, although when he does jump everything that was carried suddenly isn’t, because in that moment the boy is flying
and people see him a cool person/risk-taker. All positive outcomes, and now he doesn’t
lose anything. The meaning is that to get
over things they need to do it while selling Nike as the catalyst for these “connections”.
The context of the text is understandable by looking at the perspective
of the photo/print ad. It is taken from a
very high angle that simulates a lot of
depth to the image and it creates an effect where it sucks in the viewer's gauze and makes the situation of standing
before an audience about to do something sketchy feel all the more real.
Understanding the context allows us to understand the
messaging in the text by linking it to our emotions. The language used is in ALL
CAPS that means it is an important and key phrase to support the visual elements
to the ad. Then the language used is “greatness is scary until it isn’t” is very to the point and powerful in that
when it is painted to a real-life situation where an innocent appearing kid is
standing over a ‘cliff’ gives meaning to the idea of just jumping a building. Because
it is in the pursuit of ‘greatness in this
ad’
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