12B work Half-Term Break (50 cent)

1. How does the ad glamorise violence? (Consider mise-en-scene, shot type, camera angle, use of sound, editing)

The ad glamorises violence with the use of certain devices used for specific aspects of the advert. The advert firstly has a very dull/gloomy sky, due to the weather; this could be seen as pathetic fallacy. The gloomy weather could be conveying the negative aspects of his life and how he was likely to get involved in some form of violence/danger. Also the high angle of the camera viewing the sky could suggest that 50 Cent was looking to succeed in life, and later as the advert progresses it seems that he is sitting on a similar angle to the sky (on the table) ,connoting him reached his goal in becoming superior and successful. In the next shot you see the water on the dirty floor which could be him looking at his reflection in the when he was in the grimy streets and he is now reflecting back on what he has been through. The red water could be seen as blood, which adds to the notion of violence. Also we see him laughing after which could indicate he is pleased or proud that he 'cheated death. He is seen to be wearing red or either seen in a red light, which could connote him being involved with death or blood.

The shots types vary to create a certain impact on the audience. For instance the long shot, zooming into 50 cent, with the sound of sirens etc demonstrates the focus on his life and all of its occurrences. The use of sound just adds to the notion of violence, and helps the audience gain an insight into his personal life. The extreme close up on his face, mostly showing his eyes captures the audience focus, as well as it connoting 50cent replaying or reminiscing the time he got shot. The close up also helps to convey emotion on 50 Cents face. The fast zoom out on him suggests his life to be quick paced and the backward zooming out makes him seem smaller or further away which could symbolise him being seen as a ‘nobody’ in the past. The sound is very dramatic and the counting of the number of times he has been shot could be used to for emphasis on the fact as the he is counting up everything else is bound to get better, and he will overcome anything.

2. Why would a global company like Reebok glamorise violence in this way? What do you think is their intention?

Reeboks likely and most important intention is to firstly sell the product and to do this they have to glamorise violence in a way which makes the audience what to buy the product. The whole concept is to attract audience to buy the product. They use the rapper, 50 Cent to do this, because of his troubled past it helps to achieve a greater effect on the audience. Mostly as he has been shot 9 times and he is wearing the Reebok trainers, this suggests to the audience that as he is wearing them he is almost “superhuman” and can overcome any form of violence.

3. Who is the target audience and how do you think they would be affected by the ideology of the ad?

The target audience of this advert is going to be teenagers, as it contains aspects of topics which affect teenagers, in this case being violence with the notion of 50 Cent getting shot. The target audience are likely to be affected by the ideology of this advert as it could touch them, as it may hold an area of emotional value for them as some of them may have been involved in violence.

4. In your opinion, should the ad have been banned?  Why/Why not?

I do think that the advert should have been banned as it contains unethical scenes of violence. Moreover it sends out a negative vibe which promotes violent behaviour .Secondly some of the younger  children  of the target audience may be affected as they may think it is “cool” to be violent towards one another.