This is an international advertisement for Nike released in 2011. This advertisement featured Paralympic gold medalist, Oscar Pistorius and was released in light of his medal win and "world record " . This was the time when Pistorius was at the peak of his career and thus his fame was used to manipulate the public in favor of the company. The advertisement was produced in an international context and therefore did not target any specific culture. Advertising seemed to transcend culture. The announcement is aimed at everyone in the world and no specific group, but this announcement would impact those who love playing sports and doing outdoor activities more than those who are not interested in any sport or activity since Nike is a company that mainly designs sports-related products. The main purpose of this advertisement is to increase Nike's sales, but Nike also wants people to believe that they design products for everyone and for people in different circumstances. The tone used is quite typical for the type of text that is persuasive. By using a personal and thoughtful tone from Pistorius, the advertisement creates a strong impact on people, as he also wants people to believe in themselves and believe that nothing is impossible, no matter what circumstances one finds oneself in. The structure of the text is very simple: there are 9 lines in a single paragraph. These lines are relevant and very short. There is a repetition of "This" in almost every line, but there is no sign of what it means or is. There is also a repetition of “This is my weapon” without any reference to any weapon and thus creates confusion in the minds of the readers. The motif is that of war and fighting which can be seen through the various references...... in the center of the card ......t MY knee and the use of 'become' instead of becoming in " how do I become the fastest" what...". The use of the phrase “…bones below the knee” also shows how literal and exact the text is extended metaphor and figurative discourse, Pistorius' struggle has been compared to war. "Conquest", "weapon", "fight" and "war" create a feeling of empowerment and show how the use of Nike products will empower everyone. and will make everyone give their best. In conclusion, the use of language in the advertisement is very effective and conveys the message very well visual adds immensely to the text and is also good for advertising. Overall, the whole ad is very nice and gets the point across with ease.