As the world already knows, America is one of the most obese countries on the planet. In fact, two in three adults in America are obese (Horovitz, 2012). There have been many ads that have been trying to aid the cause of obesity, but Nike seemed to capture the problem the best. One of their ads portrays an obese teen running, and it says, "Find Your Greatness." With their short, powerful ad catch phrases such as, "Just Do It," Nike makes it easy to understand the point they are trying to make in their ads. In this particular ad, Nike uses visual perspective, shadow, and symbols to portray their message. Overall in this Nike ad, Nike infuses confidence and urgecny into the minds of obese individuals by visually appealing to the target audience and by providing hope through a precise, powerful message. 

In terms of perspective, Nike utilizes it perfectly in this obesity ad. The ad shows an obese kid of about 15 years of age running down a road with the camera pointing straight at him. The road gets smaller and smaller behind him, providing the perspective of the image. By utilizing the road, Nike provides a since of urgency for obese people. The kid is not only running down the road to where he wants to go, but he is also running towards a change in life and a new, healthy future. The teenager in the image is the main image of the picture, for he takes up a good amount of the ad. The road gets smaller behind him, which provides the reader with the perspective of action. In this case, that action is exercise. Overall, Nike uses this perspective to encourage the obese readers of the ad to go outside and get some exercise. The action of the ad ad through perspective also promotes confidence in obese readers, for if the kid in the ad can go out and exercise, then so can they.

In the background of the ad, there are bunch of clouds and dark grass, providing a shadow over the road and giving a darker essence to the image. The road also appears to have a shadow or water mark on it. Nike uses this particular shadow in the ad to show a dark past of the obese kid. The clouds portray the dark, unhealthy past that he has left behind in his tracks, and he is looking towards a bright, healthy future. This, as well as the perspective, gives obese readers a since of urgency to give up their bad habits, to proceed into good exercise habits, to run towards a new, prosperous future. The shadowing of the image also portrays an early morning or early evening time of day, which shows how and when the kid in the image fits his exercise into his day. This adds on to the sense of urgency, for if this kid can fit exercise into his video game playing, TV watching, unhealthy food eating day, then so can any obese person, or anyone for that matter.

As mentioned before, 2 of 3 adults in America are overweight or obese. In fact, diseases caused by obesity cost a total of $145 billion last year (Horovitz, 2012). As one could see from these spectacular numbers, obesity is an extremely major problem in America. Nike took the task of changing the symbol of obese americans from being one of jokes to one of change. In this particular Nike ad, the obese teenager symbolizes America, but he symbolizes an attempt of change and exercise, not of fun and jokes. By using the kid as a symbol of obese americans, Nike again pushes for a transition in the obese lifestyle, from one of unhealthy habits to one of urgency, responsibility, health, and change. When obese people see this ad by Nike, they will not feel discouraged by fat jokes or hatred towards obese people. They will feel enlightened and encouraged to go out and do something about their problem, which is why this ad by Nike is so hopeful. After all, if the symbolic obese American pictured in the ad can go out and exercise and provide change in his life, so can anyone.

When it comes to concise catch phrases that convey a powerful message, Nike is one of the best at producing them, seen in this ad. By topping off the ad with the phrase, "Find Your Greatness," Nike produces another call to action on top of the visual picture. The phrase provides hope for obese americans to find the greatness in themselves to find a solution to their problem. It encourages them to restore the greatness that their bodies once possessed. Nike is genius in the fact that they came up with a short phrase that is easy to understand, yet it portrays such an important, motivational message. The kid pictured is in the process of finding his greatness, which means anybody can do it. When people see this ad, they will also most likely think of Nike's other popular phrase, "Just Do It." With these two phrases in mind, anyone that sees this ad, especially obese individuals, will strike up a sense of motivation and enlightenment, which is why this ad is so effective. Overall, by imposing encouragement instead of discouragement in their obesity ad, Nike provides hope for the disease that is plaguing and killing off americans through their catch phrase, "Find Your Greatness."

Nike's ads have always been very famous and successful, especially through their use of symbols, celebrities, and coined catch phrases. In this obesity ad, Nike utilizes visual perspective, shadow, and symbolism to aid in providing encouragement for the obese population of America. They also use an infamous Nike catch phrase to provide a call for action on top of the visual call for action. Many people will not pay attention to the visual elements of the ad, but the elements listed earlier really do help the ad come alive with action and encouragement for the obese. The ad reaches out to the target audience of obese americans by appealing to them visually and spiritually, which makes them feel like they really can go out and change their unhealthy lifestyle.

