This advertisement is an example of top-down visual processing. It has goal-directed eye movements built in. Your eye is directed along the swirling lines towards the text on the left. The eye is given short fixations on the swirling lines, which eventually come to focus on the skier, which is a longer fixation. The viewer then shifts over to the text, reads that, and realizes the advertisement is for Nike. The viewer then makes the connection between Nike and Skiing and sports.
Nike Advertisment, found @ http://ffffound.com/image/bcac3fa33b56931952379d3adf3e72f5a030c9b8
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