"Once that caption's complete, I'm ready to send that picture out on the feeds, " Willis says.

NPR: At Beijing Olympics, Photographers Shine

Another shows a young woman, transfigured by a kind of Sound of Music ecstasy, amid a herd of goats (caption: "Let's expand goat rearing").

FORBES: Dictator Chic

There's no need for the caption 'Dead of Alive'.

BBC

The U.S. Department of Interior may already have its caption.

CNN: STORY HIGHLIGHTS

And Nike knew how to market that appeal -- with an ad in 2011 that showed the sprinter starting from blocks and the caption "I am the bullet in the chamber" together with Nike's "Just do it" slogan and logo.

CNN: Nike's bullet ad with Pistorius backfires