This advertisement utilizes an inspiring figure to help sell their products. The Nike ad above does not highlight a specific product, but instead, it connects its company with a spirit of determination and willpower. It uses a famous runner who was born without legs below his knees and instead runs using prosthetic legs. It is targeting athletes, mostly male, by using a male athlete as its model. His muscles are well-defined and oiled up to highlight the effort and strain he is going through. Also, his face is hidden, keeping him anonymous, so that he stands more for a principle. Its somewhat difficult to notice the prosthetic legs, making him seem more like a normal athlete. He is doing what many would have thought he couldn't do. It also targets this audience through the dark background, simple design, and the message being based off of weapons. The way the photo compiles three separate movements of the body in one frame helps visualize the process in slow motion, suggesting the high speed at which he is moving. There is a serious and inspiring tone to this advertisement, influencing the observer of this ad that you can always persevere, no matter what is holding you back.
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