Reebok Advertisement

In this particular piece of media, the rapper 50 Cent is portrayed to the target audience as a thug. This immediately connotes a message of crime to the viewers. The advert consists of Digetic and Non-digetic sounds to create a sense of negativity throughout, such as, Digetic sounds used in the advert were done by a voiceover which uttered the words “who do you plan to massacre next?” This then in turn, intimidates the audience with the use of non-digetic sounds such as, a sound of a bullet being fired as well as an image of blood dripping. This connotes the ideology of crime as the colour Red is stereotypically represented with danger.

Reebok also glamorises the ideas of crime as they show 50 cent to be “Invincible”. They do this using low angle shots showing 50 cent speaking and looking down to the camera which immediately denotes authority and power.

Furthermore, Reebok are trying to relate the advert to themselves as a company to 50 Cent. This is shown when he counts from 1 to 9, to show that no matter how many times they get “knocked down” they’ll always rise back, Just like 50 Cent did when he was shot 9 times.

Also, 50 cent wears clothes which show him to be a gangster and bad iconic figure which would create a negative impact to younger people who aspire to be like him. He also comes across as arrogant an uncaring as the question is asked of him “who do you plan to massacre next?” he laughs which shows he doesn’t concern him.

Furthermore, within the advert there are certain theories that are still traditional. This is shown when the advert portrays 50 cent in a bullet proof vest. As the stereotypical background connotes where black people would “hang out”. Hence they are tagged with the stereotypes of causing and creating the most crime.

The advert glamorises crime and violence with the use of mise-en-scene, as the dark colours in the advert create mystery and a very much urban background where crime rates are very high. The advert also uses camera angles and shots to glamorise crime and violence. This is shown when 50 Cent first appears in the advert he is shown to be looking down at the camera, this then connotes to the audience that 50 Cent is the greatest.

Moreover, I believe a global company like Reebok produced an advert which glamorises violence purposely to create controversy and divide opinions surrounding 50 Cent as many people see him as a thug, criminal, but at the same time many youths may see him as a role model and idolise him.

Hence, I believe Reebok are trying to send as message out to their competitors using the endorsement of 50 cent signifying that their company are powerful and authoritive.

However, the advert was banned due to the ASA believing that Reebok were “glamorising gun” crime. This then highlighted the fact that the 50 Cent had been shot nine times. This is why the ASA deemed the advert not suitable to be broadcasted. But in my view I believe the advert was wrongly banned as I feel it creates a lot of emotion in the advert which appeals to many people.