I think it is the angle at which the image of the bear was taken ie from slightly above.
The image also stands out a bit because of how the image was lit.
If your asking how does the image sits in front and over laps the background the the answer is it is a compostion of several images,the bear,the backgorund colours etc.The bear has probably been cropped from a studio shot and a drop sahdow has been applied to the bear which makes it look like its casting a shadow onto the background.
Basically the page designer designed the background image ie the blues and whites and the text then dropped the image of the bear onto it, probably in a programme like Macromedia Fireworks.I think it is possible to do this with Photoshop but never tried.
Eddie