PAPER 1 PRACTICE
NIKE: JUST DO IT! PROTEST CAMPAIGN
Context
Colin Kaepernick is a former NFL quarterback known for his social activism. He gained
attention for kneeling during the national anthem to protest racial injustice and police
brutality. This act sparked a nationwide debate and led to discussions about athletes' role in
addressing social issues.
Colin Kaepernick's Just Do It protest campaign with Nike, a sportswear brand, is a powerful
example of visual communication intertwined with social activism. The poster features
Kaepernick's face alongside the bold slogan "Believe in something. Even if it means sacrificing
everything. Just do it."
Just Do It has become synonymous with Nike's brand identity and is often used in various
contexts to inspire and encourage individuals to act, pursue their goals, and overcome
challenges.
Guiding question:
How successful might this NIKE advertisement be in achieving its purpose?
Below are some contextual details and notes about style to help you get started:
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Context and Timing:
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The campaign was launched during a period of heightened debate on racial injustice,
making it timely and relevant to ongoing societal discussions.
Nike's decision to align with Kaepernick signals a willingness to engage with social
issues, reflecting a trend of brands taking a stand on important matters.
Cultural and Social Impact:
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Kaepernick's presence in the campaign aligns with the broader context of the Black
Lives Matter movement and activism against racial inequality.
The campaign sparked both support and controversy, underscoring the divisive nature
of the social issues it addresses.
Symbolism and Iconography:
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Kaepernick's facial expression, characterized by solemnity and determination,
becomes a powerful symbol representing the gravity of his activism.
The centrality of Kaepernick's face, occupying space across the page, suggests a
deliberate emphasis on his individuality, possibly reinforcing the personal sacrifice
associated with his protest.
The close-up shot and direct gaze intensify the personal connection, encouraging
viewers to empathize with Kaepernick's convictions.
Slogan and Messaging:
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The slogan "Believe in something. Even if it means sacrificing everything" carries a
dual meaning. It connects with Nike's "Just Do It" ethos while also highlighting
Kaepernick's sacrifice for his principles.
The use of the word "everything" emphasizes the magnitude of the cause, inviting
viewers to contemplate their own convictions.
Colour Palette and Composition:
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The poster predominantly uses black and white, conveying a sense of simplicity and
timelessness. This choice focuses attention on the message and the individual rather
than distracting elements.
• The composition is straightforward, with Kaepernick's face at the centre, creating a
visually arresting image.
Audience Engagement:
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The campaign resonated strongly with a younger, socially conscious demographic,
aligning with Nike's strategy to connect with the values of its target audience.
It encouraged conversations around activism, freedom of expression, and the role of
corporations in supporting social causes.
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In summary, Kaepernick's Just Do It protest campaign with Nike is a multifaceted visual
statement that goes beyond advertising. It leverages powerful imagery, symbolism, and
messaging to address pressing social issues, contributing to a broader cultural dialogue.
Paper 1 response
Some ideas for organizing your response:
THE INTRODUCTION
Establish the TAP: Text type, audience, purpose provide some context to the extract.
Thesis statement: Generate it from the guiding question - How successful might this NIKE
advertisement be in achieving its purpose?
This should come at the end of the introduction.
Through the deliberate layout choices, powerful linguistic elements and impactful visual
features, the advertisement raises awareness about social injustices and inspires resilience in
the face of adversity.
THE BODY OF THE RESPONSE
Topic sentences:
Body Paragraph 1: the layout of the advert plays a crucial role in conveying the message
effectively. (Raising awareness about social injustices and motivating individuals to take a
stand, despite potential repercussions.)
Body Paragraph 2: the linguistic elements in the advertisement contribute significantly to the
persuasive power. (Reinforcing the message of resilience and commitment.)
Body Paragraph 3: the visual elements in the advertisement serve to enhance the emotional
impact and convey a powerful message. (Effectively capturing attention and fostering a deep
connection with the audience.)
THE CONCLUSION
Topic Sentence: In conclusion, the NIKE advertisement, through its deliberate layout choices,
powerful linguistic elements, and impactful visual features, emerges as a compelling and
successful campaign in achieving its purpose. Add relevant details to synthesize what these
are. No ideas. Only what you included in the body of your analysis
Final Sentence: Collectively, these aspects of the advertisement work in harmony to fulfil its
intended purpose, making it a successful and impactful campaign.
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