add analysis

The writer of the add attempts to persuade people that Pearl Izumi shoes are "anatomically designed" to correctly fit your feet. The add shows the shoes as a DNA helix that is as "lightweight, powerful and efficient" as the runner or the biker needs to be to perform at his or her best. The writer also attempts to grid the human body in the back ground of the add to show how symmetrically balanced the shoe is.
It seems that the writer feels that the shoe would be a part of your DNA. It would fit you just as comfortably as other parts of your body.