Exigence - I believe that the purpose of the picture was to compare the shoes to a burger without having an actual burger in the photo. By having the fries there with the ketchup and mustard it sort of gives the person looking at the photo a chance to come to the conclusion that the shoes are supposed to represent a burger.
Audience - The audience can be anyone but I think that sneaker heads would be more interested in these than anyone else. Other people that might be interested are people that like to go on runs because the shoe is actually a jogging/running shoe.
Constraints - One constraint would be figuring out how to position the shoes. For example, if they were facing forward it would be hard to compare it to a burger because the detail wouldn't be showing as much. Another constraint could be the amount of space that they used, personally I think that they have the perfect amount of blank spaces because they don't take away from the photo.
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