Dual Coding Theory

This words in this Nike ad jump out at you, initially triggering the first system which processes language. The words are so large and they immediately capture your attention. When I first looked at the ad all I could see were words and then I was able to see the image after reading the words. In seeing the image I was able to activate the second system which processes visual displays. I think the image is of a locker room possibly for a high school football team. The third system activates the first two as it activates the mental representation of what is being read.