Analysis of 50 cent Reebok Advert

Analysis of 50 cent Reebok Advert
At the beginning of the advert there is a close up on droplets of water dripping into a puddle of water which is then highlighted with red light, this gives the effect of blood dripping into a puddle of blood alongside 50 cent mentioning he has been shot nine times. Also there is the sound of drips and an echo which reflects the isolated area 50 cent is in. Also at the beginning moments of the advertisement a ghetto neighbourhood shop is shown these is then a wide shot of a shoe hanging from a telephone line this is normally done when a gang member is killed in the streets, their shoes are thrown onto a telephone line to show that gang member has died here. This then adds to the drips of blood and ghetto neighbourhood and also the 50 cent talking about his near death experience. There is then the sound of a women screaming and police sirens which again adds to the denotation of violence. Also there is a low angle shot of 50 cent which makes him look bigger highlighting the fact that he is wearing reebok trainers, this again endorses the reebok products showing them to be something that would boost your status.

Reebok glamorised the violence in the advert to show that you can make it through many situations even if they are near death, and then show 50 cent wearing Reebok therefore saying that wearing Reebok will make you invincible and make you somewhat bulletproof. This would make young children or even teenagers who are usually easily influenced think that Reebok is one step ahead of all the other sporting brands as firstly it is endorsed by a celebrity and then it shows the celebrity who cheated death wearing Reebok. Also by glamorising violence they can relate to many teenagers who may have witnessed or be involved in the increasing violence seen on the media and in real life.

The target audience of this advertisement is teenagers and young males. The effect that this advert would have on young teenagers is that they would think that along with the shoes comes invincibility and street cred. This may have also made the viewers think that violence is more acceptable as 50 cent proved even after being shot nine. It also encourages violence as a background voice says “who do you plan to massacre next” and then shows 50 cent laugh which makes a serious matter seem of somewhat a joke.

In my opinion this advertisement should have been banned as it condones violence and a celebrity that has such influence over teenagers due to his music should not be telling his near death experience in the way he has and especially not in a reebok advert. Also I think the ghetto shop and the shoes hanging over a wire symbolise the typical American ghetto lifestyle which is now seen in loads of countries. Also it shows that from living in a ghetto you can become this person who is more superior just by wearing this shoes. Therefore in my opinion this advertisement should be banned.