Having secured its bid as the Olympic host city, London can now simultaneously advertise the Olympic games, via the promotion of ticket sales, and the city of London itself as a magnificent and elegant destination with a richly diverse culture. The advertisements promoting ticket sales still uphold the values of London that aided them in their successful capture of the host city. However, the advertisements can now also utilize the grandeur and majesty carried by the Olympic games to promote London as a city with similar characteristics.

This advertisement depicts an Olympic athlete doing a handstand with the Olympic village and the London skyline in the background. The text on the left, "The greatest tickets on earth" is presented as given, or "something the viewer or reader already knows, as a familiar and agreed departure point for the message", and acts as the signified of this image (Jewitt & Oyama 148). The audience already knows the significance of the Olympiad and easily negotiates this meaning of the given information without much opposition.

The Olympic athlete is harder to negotiate. It is evident by his handstand position and physique that he is graceful yet powerful, two adjectives that adequately describe the Olympic events. Thus, the Olympian, through the placement of informational values, is viewed as the signified; his power and elegance symbolizing the Olympic games.

This negotiation between the given and new information takes place in the foreground of the London skyline during a sunset. This third component of the advertisement frames the given and new as belonging together by eliminating frame lines and producing rhymes of color. The London Skyline, by connecting the two elements, can thus also be seen as elegant yet imposing.