Reebox Advert Analysis

As shown in the advert above, the only colours which have been used are black and white. The colour black has a negative connotation as it portrays that 50 cent could be not such a great person; ‘Thug’, ‘Gangster’, etc. who has committed many crimes and has been to jail as a result. However this color that has been used could also have been used to portray the fact that 50 cent could be a very powerful and dominant person. Using this color brings a very negative feeling to the audience, because in most scenarios, black is used in order to show serious situations, such as crime and deaths. 50 cent being a person, who in the past survived 9 shots, shows that he is a person of power. In this advert, they are not specifically advertising one product but they are advertising the brand as a whole, and for this reason have used a celebrity, as they know that he is well known. This is more likely to have a good effect on the audience as they will be attracted to it, however as 50 cent is known for being a former criminal; this may portray a bad image, and may not attract the audience as much. This shot used in the advert is a Close-up. These are the shots used in order to focus on a specific item/subject. In this advert, the main subject that is being focused on is not only 50 cent but the quotation alongside it. The main subjects we look at in this advert are 50 cent, the quotation and the fingerprints in the background. This has been intentionally done in order to grab the audience’s attention. These things shown within the advert portray the fact that 50 cent is a changed person, and despite the challenges he has faced, he is a different person. A dark and gloomy look has been created within the advert by the use of low key lighting. This portrays a crime sort of scene, which goes well with the fact that 50 cent is in the advert

The dominant reading of this print advert is that the brand and products that are sold are aimed at youngsters, whom listen to 50 cent and the negotiated reading is that a certain amount of the audience may look at the other side of the advert and think it is aimed at those that have been in a similar situation to 50 cent.  Finally oppositional reading could be that Reebok is fully aimed at those that have been in the same situation as 50 Cent, and by wearing Reebok products you are classed as the right person, or in their language, a ‘Gangster’.