The main colours in this image are black and white. The main focus of the image is a footballer in red. Having a black and white theme connotates sadness and creates a dull setting which leads to the connotating to the footballer serving the purpose of a super hero, flying through the air, catching the audiences attention.

The pose of the footballer connotates greatness and skill, as he is obviously liked, being in the air supported by fans. It enables the audience to think that if they wear 'adidas' clothes and play football they will be able to achieve the same thing as the footballer- being popular and skilled at football.

The image itself contains a digitally edited picture of a footballer in mid air, on a hand drawn painted picture of oriental men reaching for the footballer. This connotates that the men wish to be like him and are reaching for him. The vast number of men reaching for him are shown to be in the horizon which establishes a sense of neediess and jelously.

The size if the image indicates that it is a big poster to be placed near motorways to maximise the amount of views. It is made not only for football fans, but fans of art and the Olympics, as that is the reason for the advertisement itself. It also connotates superiority of the Olympics, against local football matches which are not advertised greatly to this scale.

The top right corner has the Olympics emblem. This is known worldwide and therefore the advertisement serves it's puropes of being eye catching and advertising the Olympics.

The type of shot used is a medium shot. This is used as it shows the surrounding aswell as the main feature. Although, we as an audience can relate to the popularity of football, the setting of the image itself is unidentifiable, as the background illustrates men reaching for the footballer, coming from the horizon.

The lighting on the image seems to be coming from behind the footballer shining towards the audience. Therefore, you first see the footballer dressed in 'adidas' performing supernaturally. Also, the strapline 'impossible is nothing' connotates that the supernatural acts of the footballer can also be performed by the 'average joe's' in the audience. This again, tempts the audience to buy 'adidas' merchandise.

In conclusion, the advertisement promotes 'adidas' as a brand and also promotes the Olympics. As the last Olympics were in Beijing- the use of the oriental men is a wise choice, as it is directly aimed at the Oriental audience, making them believe 'impossible is nothing'.