50 Cent – Reebok advert
· How does the ad glamorise violence?
This advert glamorises violence in many way using camera angles, sound types, shots, clothing...etc. Firstly, starting with the lighting of the advert; it was quite dark featuring grey sky and dark room which connotes sad, death, power, evil, strength, and old...Etc. Theses connotations may also link to violence.
Also, you can hear police/ambulance siren and screaming of a female; this signifies there’s a danger. In addition, words like are “shot 9 times”, “unstable condition” are been clearly stated in the video to glamorises violence and also links to 50 cent past. Moreover the mis-en-scene of the advert represent 50 cent as a gangster this refers to crime, convict, violence...etc. For example the clothing 50 cent was wearing represents a typical gangster.
Furthermore, there are many close up shots and long shots. Close up shots shows 50 cent’s face close up so the audience can see him properly. And some long shots are used to feature what 50 cent is wearing and especially the Reebok Trainers. Also 50 cent was shown using low angel which represents powerfulness and his high status.
In addition, the advert starts of with featuring a poor, unwelcoming, dirty street which indicates that this is the place where gangsters live this also links to 50 cent. Also the rain drops may connotes cold, sad, upset and etc. Whilst the people in the background talking , 50 cent counts very seriously almost with an anger on his face but after counting 50 cent laughs it off as if it’s joke this leaves the audience with clam atmosphere thinking more about the product ( trainers).Overall the use of these features I listed above encourages and glamorises violence to youngsters.
· Why would a global company like Reebok glamorise violence in this way?
Reebok’s mainly featured 50 cent and mentioned him getting shot 9 times is to represent their target audience. As 50 Cent is many of the male teenager’s role model. They were trying to symbolise that wearing that trainers can make you look powerful, gangster and dominant which is what most male teenagers want to look like in this society.
Also Reebok stated in “ The Guardian” newspaper that the advert did not glorify violence but rather that “you can achieve by believing in yourself” this shows that Reeboks ad wasn’t really meant to glamorise violence but trying to send key messages to the audience that wearing the Reebok trainers can make you achieve things that you can’t and also get away with it; like 50 cent surviving after getting shot 9 times.
· Who is the target audience and how do you think they would be affected by the ideology of the ad?
The target audience for this advert is mainly black males aged between 13-19; they are more likely to come under E socio economic group as most of them are unemployed, or a student. This advert is targeted at British and American demographics; where 50 cent is well known.
50 cent is featured in this advert because as I mentioned before his most male teenagers, role model; (many of them want to rap like him) and also most of 50 cents raps are associated with violence and crime. He is also well known for his gangster style and this portrays dominant ideology for black males.
Therefore most of them would like to be represented in a dominant way rather than being a lawyer, doctor, or a police...etc which will represent them in an alternative way. Featuring 50 cent in the advert will attract many black males to buy it because they want to be portrayed the same way as 50 cent.
· My opinion:
When I first saw the advertisement, I didn’t really notice the use of violence until we discussed it in class. Maybe because it wasn’t targeted at me or maybe I don’t know much about 50 cent; that why I didn’t pay attention to what they were saying in the background. At the end I thought its normal advert, advertising Reebok.
On the other hand, the males knew what exactly been said and been portrayed. The message was sent out clearly to the male teens. Which caused controversy.
Although 50% of the people watching this advert won’t understand it but still the majority of males can still get influenced by it, therefore I think this advert should be banned for causing controversy!
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