Analysis of the fantasy theme of "It's not about the shoes" The Jordan brand is trying to communicate to its audience that in order to become legendary, they must understand that they It's not about shoes, it's about what. it's what you do in them. They do this by showing a number of star athletes performing when they were in college and high school according to the words of the narrator (Michael Jordan). This article hypothesizes that Jordan Brand is attempting to bring its audience to the common rhetorical vision of becoming legendary, through fantasy themes in its "It's Not About the Shoes" advertisement. The Fantasy Theme Criticism To understand this article's argument about how it is about Jordan Brand attempting to use fantasy themes in its advertising, we must first understand what exactly the fantasy theme criticism is . It was created by Ernest G. Bormann and was designed to provide insight into the worldview shared by a group of rhetoricians. It is derived from symbolic convergence theory and can be applied to different types of rhetoric, including those used on small groups, social movements, political campaigns, and organizational communication. The criticism is based on two hypotheses. First, this rhetoric creates reality, and second, this convergence occurs. When it comes to rhetoric creating reality, we must assume that the symbolic forms created from rhetoric are not imitations but organs of reality. It is because it is thanks to their action that everything becomes real. We assume that convergence occurs because symbols not only create a reality for individuals, but that individual's meanings can combine to create a shared reality for participants. The shared reality then provides a basis for the community of participants to discuss their common experiences and achieve mutual understanding. The consequence of this is that individuals develop the same attitudes and emotions towards the characters in the drama. In this criticism, the audience is considered the most critical party because sharing the message is considered very important. The basic unit of this analysis examines the different fantastical themes of the rhetoric analyzed. Fantasy themes tell a story that reflects the experience of the group and the reality of the participants. The three fantasy themes needed to create drama are setting, characters, and actions. These fantastical themes then come together to form a fantastical type and rhetorical vision..