The colour scheme is white on blue so it stands out more vividly. This is effective because the white and blue used is a contrast to the colour that the police are associated with.
The advertisement is split up into three sections with the image and texts around it taking up over half of the page. The primary optical area of this advertisement I feel, is the image as that is where I looked first, although some other people disagreed. I also believe that the terminal optical area is the slogan in the bottom-right corner of the page as it is the last thing the advertisers want you to remember.
There is a white border around the image and body of text which emphasises and draws you in, making the writing more clear to read and the picture more eye-catching, as this is what the graphic designer who produced the advertisement's layout wanted us to focus on.
There are two hotspots on this advertisement. These are the jaw-line and head of the youth in the black T-shirt as well as his hand focusing on his middle finger. This signifies the man's lack of respect and attitude he has towards the police, and shows what strengths and things you have to cope with to be apart of the police.
The use of the image is also an effective technique. This visual appeal shows two youths, one wearing a black T-shirt in the foreground, and the other in a white T-shirt in the background. They seem to be standing outside a pub having a good time. Without any of the text surrounding the image, we could have thought that it was a photo taken from a 16th birthday celebration, but, with the use of the text, it persuades us to think differently. The representation of the young man in the black T-shirt is that he is a very rude, arrogant, "Jack the lad" type person with a "hard-man" attitude. We can tell this by the way in which he is being portrayed to us. The young man is sticking his middle-finger up at the police, giving them abuse and "taking the piss".