I think this poster/product is aimed at younger male audiences (11-16) which are striving to possibly become a top footballer. The advert is highly patriotic and it would not appeal to females. The background has a very unsaturated colour scheme which makes the colours of the person in the centre more vibrant and attractive. This makes it appeal more to younger audiences as they may aspire to become like the man in the poster. The man's position shows that he is performing a certain football skill which may be a motivational factor for some people as they may want to reach their objectives like this man is doing or seemingly looks to be doing. The environment which the man is situated at seems to present a very urban environment in a typical London-looking estate. The man is wearing a tracksuit and trainers which is what a lot of younger people wear around in recent times as the weather may contribute to this factor. The weather also looks quite cold as by the trees in the background, you can understand that it would be in the winter or autumn times. The man is not accompanied by anyone which shows his desire to be the best, as he is out playing in whatever weather conditions and under whatever circumstance.
The copy of the advert is giving a direct address to the reader, which gives the person reading the advert a sense of dominance in reference to the question 'Who rules?'. The font of the 'Who rules?' is Gothic, they may have done this because the font is quite old fashion and was used during times England was ruled by a different monarchies. This refers back to the question 'Who rules?' as they want the audience to feel a sense of power and to make effort to become the top footballer. The 'Who rules?' is also done by graffiti which gives a more stronger sense of an urban environment as graffiti is common around areas which the man is playing at (estate).
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