Artist Deconstruction Visual communication relies both on eyes that function and on a brain that interprets all the sensory information received (Lester, 2014, p. 5). The effectiveness of an advertisement relies on communicating to its audience the worthiness of the product in a persuasive manner. The Nike Shoe Company has been one of the most successful organizations across the globe. It is partially owed to the powerful advertisements that have been created to communicate to its customers or audience about its products efficiently and persuasively. My paper analyzes Nike’s the “Nike Free 5.0 V2” shoe advertisement. The ad concentrates on the design of the Nike Free 5.0 V2 shoe, which is based on Natural Motion Engineering technology. It allows the feet to grip and flex, thus helping in maintaining stability and balance and building stronger muscles. The way, the advert is designed, makes it effective in putting the message across and convincing the audience that they need the shoe, thus likely to purchase it. The ad composes of a large picture of the Nike shoe placed on a light blue background. The shoe is pictured on its own, touching the ground and vertically rising from the ground. The fore of the shoe is bent or flexed. It is similar to the way as a person flexes the feet to lift them from the ground while running. Advertisements also communicate effectively when they use emotional appeal or simply establish an emotional connection with the audience. The advert achieves this by playing on the audience artistic sensibility. By looking at the image of the shoe, the audience can instantly see that the shoe is strong yet flexible. The audience can already imagine how it would feel wearing the shoes; how the shoe will allow their feet to grip and flex when running, thus enabling their foot muscles to take charge of stability and balance. It will in return allow them to run better and avoid any falls that may result in injuries. In essence, the picture stimulates the audience's emotional responsiveness to enable the audience connecting emotionally with the advertisement. The image also contains lines that guide the eyes. Vertical lines can convey a diversity of moods ranging from power and strength to growth. The strongest yellow line is strategically placed in the middle of the picture for the viewer to concentrate on both sides of the image separately. The left side as to reflect on the flexibility and shape of the shoe and what it represents; the right side is to encourage the recognition of the brand. The sides of the picture frame and the yellow midline are all arranged symmetrically to create a balanced image. The horizontal line of the shoe’s shadow creates a focal point for the viewer to concentrate on the bending part of the shoe and connect it with the memory of the indicated action. From the analysis, it is clear that the effectiveness of the ad in persuading its audience lies in employing emotional appeal and logical or factual information. These elements make the advert pass its message across to its audience in a persuasive manner. For example, the use of facts, in the context of Natural Motion Engineering Technology makes the audience believe the benefits that the shoe offers are real because there is scientific proof. The advert also employs pathos to establish an emotional connection by enabling the audience envisions how it feels to wear the shoe. In addition, the authority in the image makes the audience trusts the quality and the benefits that the shoe offers. In simple terms, the three-advertisement communication elements work together to make the audience see the need and the importance of purchasing the product, thus making the advert an effective visual communication tool. It informs that logos, ethos, and pathos are an effective tool in visual communication that helps in getting the message across effectively and persuasively to the audience. What I like about this ad is that it states specifically how the shoes work and the benefits of it. For instance, it is stated in the body copy " the result is stronger muscles from your toe to your hips " I would definitely immediately think of buying this shoe if I was a fitness junky. Besides that, athletes with weak core leg muscle would definitely find this ad very eye catching just by looking at the headline of this ad " No More Wimpy Feet ". Athletes, who have a long search for a solution to keep their leg out of injury, would love this shoe! No doubt about it.

References
Lester, P. (2014). Visual communication: Images with messages. London: Cengage Learning