50 Cent Advert
The intension of this advert, featuring 50cent, is to promote Reebok. 50 Cent is a well known celebrity therefore people are easily persuaded to purchase products from this brand as they want to compete with the appearance 50cent is showing.
Furthermore the creator positions 50Cent from a lower angle which allows him to seem superior. Alternatively the audience will feel intimidated as the producer portrays them inferior because they don’t own Reebok products and as a result they’re encouraged to follow his style-centre image. The producer also uses a lot of violence – 50Cent is shot 9 times, which indicates that Reebok is a protective brand and immortal in some sense as the individual is still alive after being attacked.
Sound Performance is dramatic, which enables the audience to engage as they’re kept in suspense which builds their interest towards 50 Cent and his actions – role in this advert. The continuous use of gun shots refer to violence which is the intentional reading the creator wants however this ideology is against the norms and values of society which caused this advert to be such a controversy. During the beginning of the advert there are continuous droplets of water, which transfer into blood. This scene is pictured with a close shot as the producer intends to give violent effect of blood dripping into a puddle. The instant screaming of a women and police siren connotates the matter of violent behaviour and reinforces the power of 50cent and his props. Furthermore there are echoes of the dripping blood which suggested that 50Cent is isolated within himself. To include 50Cent belongs to a black ethnic group and they are labelled to be brave, fighters and negative to some extent. This could a reason for why the producer chose 50cent for this role as they are representing violence. Dull lighting is used during the course of the advert, to represent fear. However there is a sparkling light on the centre image which suggests that the individuals is fearless and he is protected by Reebok- giving the brand importance. Overall Reebok is labelled to be brave, protector, and in your favour ONLY if you follow their trends.
The theme of violence is key. However the media is shocked as the globalised brand – Reebok uses negativity to encourage their customers to purchase products. Their overall objective is to look bigger and better than the other brands therefore they use the Conspiracy Theory (when companies compete amongst each other to gain power and control).
This adds was banned due to the extreme cruelty it represented, this suggests that children were being affected as their childhood is exploited. However the media within itself had an oppositional reading as the wrong audience was attacked. Alternatively this implies that the advert was targeting teenagers or young adults who want to look bigger, as violence is a common matter amongst this age group ( roughly 16- 35) rather kids aged 6 – 15.
Personally i believe that it was correct for ASA to banned this add as people were interpreting different media texts from this advert which alternatively could spread negativity. The ad is suggesting that your status will go greater due to the popularity of Reebok. This will enables people to believe that they can rule the society as well as get shot and remain alive – people will no longer fear from being attacked as they assume they will survive. However Reebok can also have a positive effect on the audience that are under achieving and feel inferior as people may gain confidence to stand up and feel equal to other members in society. Shoes and jackets may be a source in which people can build a positive self image and indicate their standard of living.
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