RBK Advert Analysis

Analysing RBK Advert

• Denotation of the advert: is that it shows an image of a famous celebrity known as 50 Cent and, on the right side of the advert has an image of some type of criminal record which could be of relation to 50 Cent himself. 

• Connotation of the advert: is that the poster connotes a violent nature. This is shown from the tone of the advert as well as the images shown. 50-cent is shown as very muscular and seems to reveal a scar on is left arm which suggests violence as well as the criminal record shows the nature of 50 cents past.

• Colour of the advert: the colour of the advert is very serious and seems dark as if its trying to give off a dangerous/rough mood. The colour of the advert is monochrome which shows that its showing a serious tone however, a more violent tone as well with the use of monochrome related colours. Moreover, the colour seems to be desaturated from its original look to get the poster looking like this. 

• The pose of the protagonist: 50-Cent seems to be posing in a tilted way and has a serious face to correlate to the tone of the poster. Moreover, the clothing that 50-Cent wears gives off the type of advert this is. He wears an army hat which is linked with violence as well as showing his muscular side to show strength and power etc.

• Framing of the advert: the main attention is 50-cent however, his position in the advert is not in the centre but on the side. Furthermore, the image of his criminal record seems to have more space on the advert than compared to 50 Cent himself. This also connotes that his past is an important part of his life and also to try to tell the audience how "cool" Reebock's products are. 

•  Composition of the advert: is designed to look like it is related to some sort of jail/prison due to the use of a criminal record as well as, no form of background in the image of 50-Cent and this can suggest that he is in a jail room which fits in with the tone of the advert. In addition, this would attract a teenage audience due to the tone being more violent and has 50-Cent as the main attraction which can attract a lot of teenagers.

• Size of the advert: the size of the advert is large all the main parts of the advert is shown fairly visibly such as the tag-line which is shown as the centre of attraction and is quite large so that the audience can consume the information and can tell what the advert is about. However, the amount of space that 50-Cent has on the advert as compared to the image of a criminal record is smaller.

• Type of shot of the protagonist: the shot type that has been used is a close up on the top-half of 50 cents body. Also the sot as been used as a direct mode of address to look directly at the audience. 

• Subject matter of advert: is 50-Cent who is a famous rap artist and has a wide range of audience who value is talent and is the subject of the advert. Moreover, RBK seems to not promote a specific product but, the entire brand as they add logo along side 50-Cent which seems to be a way to use the image of 50-Cent to help promote brand.

• Setting of the advert: seems to be in relation to crime or police as we have an image of a criminal report as well as an image of 50-Cent in a dark room which can possibly be a setting for a jail or prison room to fit in with the criminal record image as well as the tag-line which has a theme of identity showing that 50-Cent believes that his actions in the past made his future.

• Lighting of the advert: seems to be centralised on 50-Cent. The lighting seems to be focused more on 50-Cent than compared to anywhere else on the advert. The light is to show the facial expression of the subject as well as showing his significance on the advert. 

Media Perception

Dominant Reading: The producer of the advertisement intended to attract mostly the fans of 50-Cent as he has a wide audience and can attract many customers. In addition, the use of the finger prints interprets that the producer wanted Rebocks products to look unique to the audience. Moreover, the producer of the advert intended the meaning of the advert to send a message to the audience, to be proud of who they are. In addition, the use of 50-Cent shows the superiority of the Reebock advert and is meant to grab peoples attention.

Oppositional Reading: Viewers who come across this advert may find it as a source of violence or promoting a sense of violence. Most of the poster is to do with violence such as the criminal record image as well as the clothing that 50-Cent in wearing (army hat). In addition, this can give the consumers the impression that 50-Cent is a bad role model. Furthermore, people may see this advert as an exploitation of black people/citizens.