TOW #15: Visual Text

The line between body acceptance and complacency is a fine one indeed. Should acceptance of one's body mean complacency in terms of health goals? Can you love your body but still strive to become healthier? The short answer is yes. However, there is still controversy surrounding the reconciliation of body acceptance and fitness goals, and this can be seen in the iconic sports company Nike's controversial "Find Your Greatness" ad. The ad has come under fire for its image of an obese child struggling to run down a street. Detractors of the ad believe that the image is demeaning to the child, and portrays him in a body-shaming, unflattering light. Despite this, the ad's striking and blunt imagery effectively creates a rousing and determined message that forces the audience to, in accordance with Nike's famous mantra, just do it.

The visual was released in a 2012 pre-olympic ad campaign containing diverse images captioned "find your greatness". The campaign strove to contain not only images of physical-adonis-pro-athletes, but also average people in order to show that greatness resides within everyone. This particular image's stark placement of the struggling obese child against sprawling fields and an open road creates a very powerful effect. The audience can feel the perseverance of the child who, when faced with nothing but open road, continues to run despite his physical hinderances. The setting sun in the background and the emptiness of the frame hyper-focuses the audience's attention to the running boy, and simplifies the image to nothing but a boy and his goal, at odds with each other but destined to meet. The placement of the words "Find your greatness." written in sans serif font with all capital letters underscores this perseverance by not fussing with motivational words but bluntly stating the ultimate goal of everyone's physical endeavors--to reach greatness. This message, characterized by the running boy, causes the audience to see a nobility in striving for greatness, and shows them that greatness manifests itself differently for everyone. It shows that greatness, no matter if it is just running a mile or winning a marathon, knows no excuses and can be achieved by anyone as long as they put in the work.

This image can be criticized for its portrayal of the boy; however, criticizers cannot deny the power of the image's message of undying determination in the name of greatness. This image appeals to any person who has ever debated not going to the gym, ending their run early, or slowing down their game pace. If they simply recall the image of the running boy, they will remember that greatness knows no boundaries and can be achieved by even the most unassuming of athletes.