One of the main points that Lupton weaves throughout her chapter, "Text," is the importance of spacing in typography and design. Spacing is key in making any advertisement readably and esthetically pleasing to the eye. I think Nike missed the spacing mark on this one. I feel as though the space had so much potential and Nike just killed it by adding purple dashes and lines to frame the text on the page. The spacing and placing of the text is horrible. When trying to decipher the ad, I found myself tilting my head from left to right and squinting just to figure out what was on the page. The design and the typography are infused only in the fact that the same color scheme was vaguely used and reiterated . Although the hierarchy of the ad works well because the framing of the text by the bright colors draws me right to the type, the odd slanting and placement of the type within the inadequately used space does nothing but work against the success of the ad.
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