Ad Analysis

Adidas F50 Adizero
You fake left with a step-over and go right. The defender is left in the dust. The following defender makes a challenge for the ball with a sliding tackle as you touch the ball far past him and run onto it, you feel as if you are running in your bare feet.   This is it, you and the goalkeeper. You strike the ball clean and firm and as you follow through, you see the ball fly past the keeper for the first time in your new cleats. It is so much easier for you than it had ever been before. Is it the new cleats that you are wearing? The Adidas Adizero ad insinuates that the user of the cleat will play like Lionel Messi, the best player in the world, and that the cleats will make you much faster and more dangerous when attacking the goal.
The ad makes one think that if they wear the Adidas Adizero cleats that they will play like the best player in the world, Lionel Messi.   The golden Adizeros featured in this ad are Lionel Messi’s signature color of this model of Adidas cleat. Messi is the main focus in this picture with his cleats featured next to his face. His facial expression is focused and determined which shows his determination to score goals. He has some facial hair to make him more relatable to his audience by making him look like any other normal man. The background is a soccer field so it would appear as if he had just finished playing. Adidas uses ethos to persuade the audience that you can play like Messi if you decide to wear these exceptional cleats. Almost every soccer player knows who Messi is and they know that he is a world-class ball handler. He is very quick and

at times he looks like he is gliding along the field. This is where the “lightest” part of the ad comes in.
The weight of the cleats is a whopping 5.8 ounces that, according to Adidas, will make the difference between you getting to a ball before your opponent does. You will be the fastest player on the pitch, even if you were the slowest before, is the claim that...