Thesis, Thesis, Thesis

UFC uses the imagery of  a heavily injured sportsman who plays a respected full-contact sport to portray the toughness of its own organization.

The UFC is claiming to be a much tougher sport than people may be used to by comparing it to a popular sport that also claims to be tough.

By showing the image of an injured footballer along with the word choice of "sacked", a term almost synonymous with domination in the sport, it shows its audience that if they are looking for the toughest sport than they should be watching UFC.