i am what i am

I am what I am

In this essay i will be analysing the video advert for Reebok featuring 50 cent. The advert starts off by showing a ghetto street and then slowly fading into a blood scene. This is used as many people think of the ghetto as a violent and hard living. The producer uses heavy editing by fading in all the scenes with each other this offers a link between them as if it is telling a story. The producer also uses a variety of camera shots to expose 50 cent in a different way compared to normal people. Most of the camera angles are showing the camera below him this shows that he has a higher status than normal people and he is the important one. The producer uses 50 cent in advert as he is a icon all over the world and many people listen to his lyrics and want to be like him. The advert also shows black people in a negative way as it is mainly linked with violence.

The producer also adds non digetic sound to tell the story. He talks about the gun shots as we know this is promoting crime. At the end when the voice over says “who are you going to massacre next?” 50 cent ends up laughing sarcastically, this shows he doesn’t take crime seriously and thinks it is a joke.

Reebok is a global institution and wants to target a larger audience around the world. By using large rap icon such as 50 cent it will slowly start to appeal to larger audience. In this particular advert it is aimed at people around 14-18.this is because teenagers that age tend to get involved with crime and violence.