Reading an image; advert analysis

The central image of this advert is a medium shot of 50 cent, a celebrity who infamously was shot 9 times over the course of his career. The secondary image is of fingerprints, which conventionally connotes crime but also identity, which creates a synergy with the ethos of this advert amplified by the main copy through the right centre of the print that reads 'i am what i am' in a serif font. This could allude to the fact he has a troubled past and has redeemed himself and moved on but the secondary copy suggests that this is much more personal. His serious countenance suggests he has power over the situation, and gives the advert a gritty feel. The use of fingerprints also has a synergy with the use of the pronoun 'i' since fingerprints have a connotation of being both personal and unique and this concept is perhaps 50's way of reclaiming his past but not dismissing it which would amplify reeboks dominant ethos of identity in this poster. The use of a celebrity could help sell the product due to star power however since 50 cent could be argued as a controversial celebrity this may hinder it in some ways.

The monotone colour palette helps amplify the iconic red beats logo. This advert also has a large copy in the right centre of the advert, the copy 'hear what you want' has a denotation of listening to something you like but could also be interpreted as being ignorant in some ways which could turn the message of this ad into something more problematic especially in the current social climate. Another important aspect of this advert is the fact it is also a celebrity endorsement; the man featured in the central image via a medium shot is an american nfl player, this could create a synergy with the ethos beats is aiming for especially the determination and power created by his serious disposition. It also connects with the reader through the copy, which uses a sans serif font. It is inviting and interactive with the target audience which is dominantly young people who are socially aware of the implications of the copy. It could be interpreted as the NFL player rebuffing rumours the audience may have heard and this is amplified by the lack of colour within the actual advert as well as the minimalistic composition of the advert.