
From this poster we can denote that Usain Bolt is getting ready to start a race. From his stance and by blurring the background and focusing on Bolt, the audience of this poster can connote that he is focused on not only completing but winning the race, puma has placed there brand on most of Bolt making him brand associated so when audiences see him they will connect him with Puma. The use of strong bold colours, portrays Bolt as a independent strong character, traits that Puma associate themselves with. This has been done to convey this towards the audience. The confident look on Bolts face and him staring directly at the camera makes the audience feel as if he is going to face it all. This is using race iconography which heavily connected to Bolt. The framing of the poster is effective as Bolt is dominant for most of the poster. But Doubt is next to him almost like it is his opponent in the race. The use of this technique is effective as it makes Bolt seem more realistic as he faces the same problems as everyone else. Puma have purposely crossed out the word doubt in bright red and placed there logo underneath it to connote to the audience that using there product will allow them to cross out all there doubts. These techniques have been used to appeal to there target audience who are pprobably in the 20-35 demographic and have an interest in sports specifically running.