The 50 cent Reebok advertisements presents a lot of violence through the use of the words 50 cent uses “got shot 9 times in Jamaica queens.” Despite the fact the he survived, he says it casually and by wearing Reebok trainers it makes people think that their untouchable. Some people of the audience may find this shocking and wouldn’t want their children thinking the idea that its ok being shot 9 times I will survive if I wear a pair of Reebok trainers. In a way this sort of fake advertising, telling people that a pair of trainers will save your life in horrific situations. This is just another way of promoting gang violence and gun crime to the people in communities and this is one of the reasons why it was banned.
At the opening of the trailer, raindrops appear to falling from telephones lines as it slowly turns into red colour drops which are connoting blood. This was a close up shot as suggest more that is promoting violence. As the ASA have regulations this was partly reason why the advertisement was banned due to its blood science which connotes deaths.
The first scene of the trailer shows 2 damaged buildings and a railway track. The setting of the scene suggests that it’s a broken down neighbourhood which would be associated with gangsters, drug dealers and gang violence. The sound of police sirens is played in the background which would also connote that the area is not a safe place. A Mise –en scene is presented her when the trainer hanging off the line presents ghetto suburban area.
The company itself Reebok have glamorised violence in this way to show that their products are the best. They get a famous celebrity such as 50 cent who has a tragic scene in his life and make him endorse the product to beat their rival competitors such as Addidas and Nike. Reeboks intension is to become the best sporting wear even if they have to endorse celebrities. I think Reebok have gone over the top and may have thought the advert would be suitable but it’s not.
In my opinion I think that Reebok made this advert because they are aware of the fact that their is an audience out there. Mainly boys aged 14+ would like an advert like this as it presents violence. Boys at these ages tend to play violent video games, for example call of duty modern warfare 2 is global phenomenon and majority of the boys love the game. I think the audience that Reebok are trying to attract is C1, C2, D and E as this fits character profiles.
I think that the audience would react to this advertisement as maybe “cool.” People of this particular age group would think it’s a miracle of being shot 9 times and surviving yet some people may just laugh as they already understand the advert and have acknowledged the fact that Reebok have used such a powerful influence such as 50 cent who many young teenagers adore. The advert shows alternative ideology, a black man who is young which some of today’s viewers can relate to. Some may react and think that this is just another story of a young black youth who has done wrong in life where as some other may see this as something that can relate to. Many people have lost close people to them by vicious gun crimes and would certainly want this advertisement banned due to the fact that it’s promoting gun violence.
In my opinion I think that the advert should have banned as it is way too much violence in such a short clip. After 10 minutes of viewing it, all of the factors became clear that it’s not suitable for the eyes of Britain. A young child may see this advert and imitate the gun shooting scene which doesn’t seem suitable for the young eyes of Britain. As well as the target audience this may outrage some or some may like the idea of being shot 9 times and surviving to tell the story.
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