Agent: Nike
Act: Nike will give you the "Will to Win"
Purpose: To sell Nike products
Scene: A basketball arena
Agency: It is a picture. Also the text "You will notice. You will scream. Because you want it to happen." Not only refers to Lebron's dunk, but also may be conveying to the audience that Nike products will make others notice you. Plus having Lebron in the picture forces the audience to associate Lebron with Nike.
Other Observations:
Having a picture of Lebron dunking rather then just running around was effective because it shows him in a more powerful state, expressed through the look of effort and concentration on his face, his flexed bicep, and his red jersey and shorts. Also by not showing Lebrons feet in the picture Nike is trying to make it look as if he is flying through the arena or maybe even night sky, given the fact that it is hard to tell if there is a roof above him. Nike is able to do this, advertising their own product without showing it, because their shoe ads have become so iconic that the viewer will automatically assume Lebron has Nikes on his feet.
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