It plays on the semantic field "This is a game for children." Within the image, the writing "Montarle é un gioco / To arrange them is a game, is a partial identity by semantic similarity, while the segment " ... é un gioco /... is a game" is even an identity by phonetic similarity.
A correct and effective advertisement.
The image, the child playing with snow chains, completes the semantic field by spatial contiguity.
A correct and effective advertisement.