How the Reebok advert promotes violence and crime

How the Reebok advert promotes violence and crime

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·         Media language

The way the advert is conveyed to represent crime is the use of a well known figure 50 cent. 50 cent wears clothes which conveys him to look like a gangster and bad iconic figure which would create a negative impact to younger people who may inspire to be like him.

50 cent 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.

The lighting used is to a minimal as it creates an urban background where harmful people may be found in alleys near trains. The flash of red represents crime.

The use of digetic sounds when 50 cent laughs and looks at the camera suggests that the audience is next, were next.

The voice over narrator is counting and telling us what has happened at each number, it tells us what the crime was furthermore is sound like a police station which adds more to represent this advert as violent as it involves police.

·         Ideology

There are elements are still traditional as the adverts portray 50 cent in a bullet proof vest and the background stereotypes where black people would hang out furthermore they are tagged with the stereotypes of causing and creating the most crime.

·         Genre

This advert represents a gangster advert which links to teenagers who are out on the street without a purpose of living.

·         Representations

50 cent represents many black people who go around creating crime and problem for communities, the use of the counting creates suspense. This is digetic and it convinces the audience that 50 cent is invincible as he has been shot 9 times and it reflects the brand of RBK and no matter how many problems they have within the company, RBK still manage to create an indestructible products and this is conveyed by the gunshots and how 50 cent is still standing. This creates a negative view on the audience as it is linked to violence with the urban background and props furthermore the blood. “I am what I am” 50 cent is trying to create a new bad identity for people and if you don’t follow the identity which 590 cent represents then your next

·         Audience

This is advertised at teenagers also this maybe advertised at black people who see 50 cent as an iconic black figure which is represented by the low camera angle shot which connotes that 50 cent is superior.

The reason why rebook may glamorise violence in their advert is to create controversy and by doing so it will appeal to a lot of people as many people will talk about the advert and this will publicise Reebok as a company and brand furthermore create more sales for themselves.

The advert was banned due to the advert glamorising guns culture, which highlighted the fact that the artist had been shot nine times, was not suitable to be broadcast. I think advert was right to be banned due to what it was promoting and in the way it was representing it via bullet shots and blood.