The colour scheme of the advert is dark dull colours like black, grey and khaki green. These colours connote sadness and depression which is weird for a sports brand. However, the colours could connote seriousness and focus. This idea of seriousness and focus is also seen in the pose of 50 cent. The advert composes of two images. A medium close-up shot of 50 cent and a picture of fingerprints being recorded. The medium close-up shot is effective in this case as it shows the seriousness in his face to the audience. The low-key lighting brings about a mystery in 50 cent. This could show how the brand 'RbK' can produce surprises in the design of their trainers or something special in the clothing line. This could create a sense of expectancy within the market. The setting that 50 cent is in is unknown, this further creates a sense of mystery. This makes this advert very ambiguous. The image of the fingerprints appeal to the youth as the fingerprints connote crime, trouble and rebelling. This could appeal to the youth as to them, the life of crime and mischief could be seen as desirable. The font of 'i am what i am' is in an old font. This could mean that he's been the way he his since back then, and he isn't going to change. This connotes that the brand will stick to their product design and keep it classic and even when everything else has changed, they'll keep their design.
The preferred reading for this particular advert is RBK is a brand that is edgy and controversial. This allows the brand to be desirable to the youth as the ideas of crime and trouble which are edgy and controversial, may appeal to them. However, this advert could be interpreted in a negative way. The ideas of crime on the advert could bring a negative publicity to RBK. Moreover, 50 Cent's quote of 'take advantage of today' connote carnage, havoc and destruction. This reading could also be called as oppositional reading.
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