This reebok advert advertises violence by using a town in the first scene that looks deserted and vandalised, making the town look like its been terrorised by violent vandals. the lighting is dark and grey connoting previous violence, evil and depression because the lighting is so dark. the camera angle is a long shot of the shop that seems derelict, the shot shows you the whole shop so that the audience can see how it has been treated but also you can see some of the surroundings and it seems dirty and it makes it look like it is like this because there has been violence int hat area. As the scene with the shoes thrown on the wires comes up it, the previous scene quickly dissolves into this one, the shoes hanging on the wires shows the audience that the people around there were maybe trouble makers and quite thuggish.
it then quickly dissolves again into the next bit where there is water dripping on the floor, it is extremely dark connoting power and intensity and also death too, it is an extreme close up of the water dripping and the camera angle is low. There is then an extreme close up of 50 cents face suggesting to the audience that he may have been involved and could be the face of the problem and it is then quickly followed by a red light which could connote danger and blood, this interpretation is backed up by the sound of police sirens, which creates a dangerous and intense atmosphere as the audience begin to suspect that something bad has happened.
in the next scene there is a street sign, and it is a high angle shot, therefore showing that that was the place where it happened and also it has a sense of superiority. the lighting is still quite grayish and this connotes depression and sadness, there is a digetic sound where someone is screaming as a sort of voice over and this continues into the scene where 50 cent holds his head down, wearing a black top with a red hood, the colour
black connotes power and death and the red connotes danger, blood and anger. as his head is held down the camera angle is also looking down on him therefore suggesting that he has done something wrong and that the audience is more superior, the screaming carries on in the background along with the sirens and this tells the audience that something bad has happened. the lighting is still extremely dark and sinister, it then switches to text 'i am' and the camera is on the floor where it is evident it is raining and the floor is very dark and it seems to be night, there is a puddle on the floor and has a light in it suggesting that it is a street lamp situated in the street giving the audience a clue to where and when this bad event happened. the screaming is then followed by the sound of a policeman talking about the situation saying where it has happened calling for back up, this carries on into the next scene where 50 cent is in a big empty room which looks like a warehouse, the lighting is dark and has tints of blue in it connoting again power but also cold considering the surroundings as it is damp and looks extremely cold, this can connote the feeling that a person gets when they are hurt, in this case it is 50 cent that has been hurt because he was shot in Jamaica, and the police voice over informs the audience what has happened.
scenes then start to dissolve into one another and the voice over changes to 50 cents where he starts to explain that he was 'shot 9 times' in Jamaica and there is a medium shot of 50 cent showing his head and half his body, the camera then tracks in towards him sitting on a big box like object and it seems that his music is playing in the background along with the police sirens again. then it starts to go into a heartbeat and sounds like everything is rewinding showing again the street where it all happened and it is still deserted and dull, and looks as if it has been vandalised. throughout the ad he is counting up to the number nine indicating that that was how many times he was sot, at the end of this when he finally gets to 9 he starts to laugh and there is an extreme long shot of him and the a low camera angle therefore suggesting that he is Superior maybe because he survived and has power. text then appears as the camera tracks towards his face and stops at a close up view of him, his face slowly changes from a smile of laughter to seriousness and the screen begins to turn black and the rest of the text appears 'i am what i am', the black background connotes how much power he has. the lighting over all in the add is very dark.
i think that a global company like reebok can get away with glamourising violence because they are such well known company, that i think they think they can get away with anything because so many people buy their products, reebok may think that people will buy them regardless, and that they think they have that much power it wont matter what they advertise.
i think that their intention was to advertise their products using 50 cent but giving the products a human like quality, by using 50 cent and the shooting it makes him look immortal, therefore they think that the their consumers will think that they also are immortal and because 50 cent is a famous rapper amoung young people, and young people these days are more concerned about their appearence, that if they wear the same brand as 50 cent does, they will look better.
the target audiance for this advert i think is a young male audiance aged around 12-21+ because they are always concerened about how they look and want to look better then others, especially with brands. it may be aimed at a C2DE audiance because 50 cent was orginally from the 'ghetto' and their products are cheaper then most sport brands.
i do agree that the advert should be banned because it is like they are advertising 50 cent then their own products, you dont really see much of the brand logo, and the whole story revolves around him, also a lot of young people are more influenced now so i think that using 50 cents story that he was shot 9 times and survived sends out a bad message because it is like they are also promoting shooting, as 50 cent is wearing reebok and lived, he signifies immortailty almost, therefore making young people think that if they were reebok they will survive shootings as well.
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