CONTEXT
Exigence: This advertisement wants to help soccer players improve their abilities to keep a ball away from their goal by selling them their Magista cleats. Nike claims that this shoe will not only make you a better defender, but it will make you "unbreakable", a word sometimes used to describe the player on the advertisement.
Audience: Unlike some other advertisements that have one specific audience and then perhaps some other minor targets, this ad is most likely only aimed towards those who play soccer, and more specifically, defenders. It uses a world-known, professional, and Brazilian international soccer player to connect with those who feel that a pair of shoes can give them even a small piece of the talent Thiago Silva holds.
Constraints: The advertisement is found in the middle of a soccer magazine, so there is only so much information that can be placed within its borders. In addition, Nike doesn't like to stuff a page with more words than images, so "Unbreakable Defense" must have been chosen carefully. Finally, due to the fact that this is a Nike ad, only soccer players sponsored by Nike can be used. Therefore, other superstars that wear cleats from other brands, like Adidas or Puma, can't appear in this kind of advertisement.
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