Reebok Advert featuring 50 cent- Wigley

Reebok Advert featuring 50 cent

The cinematography of the advert made the audience feel inferior to 50 cent; this may have been done to connote how superior the brand Reebok makes a person. For example a lot of low angle shorts were used.   This helped increases the whole violence scene through its division of superior and inferior, as people would want to inspire to be a superior person therefore needs to be violent like 50 cent.

This advert helps to glamorise violence through its non-diegetic and diegetic sounds. For example when the over voice says “Tell me who’d ya plan to massacre next?” and 50 cent reply to the question is him laughing. This helps to glamorise violence because firstly the word massacre means to kill brutally, so the killing helps add to the violence as it enhances the message of violence. Also the word next, connotes that 50 Cent has “killed” someone already and this wouldn’t be his first time so it helps add to the message of violence because it is showing that it is alright to repeat  kill. The diegetic sound of his laughed ads to the message of violence as it connotes to the audience that he see’s it as a joke and that he thinks it’s alright to kill, there for sending out the message that its alright to kill.

Also the mise-en-scene helps to add to the message of violence as if you look at the setting and the lighting, it is at a dark torn up, abandoned. The little use of light connotes darkness and evil. Most killings happen during the dark so this enhances the message of violence.  

Reebok may have created this advert because of its target audience which would have been teenagers. Firstly because 50 cent is a role model for a lot of teenagers and second I believe that the advert is being stereotypical in a way. This because it is linking violence to teenagers who are its target audience. Therefore the creation of this advert.

The target audience may feel intimidated by this, because it is being very stereotypical and to see their role model act in such a way, they may think that it is okay to also act in this behaviour. So the ideology may influence the target audience therefore promoting the message of violence.

I think the advert should have been banned, and was banned because it constantly sent a message of violence throughout it. This could be very influanceual to teenagers at the time. Promoting the message of knife/gun crime