Advert Analysis.

The colour scheme of this advert uses dark and dull colours such as black and grey which creates a serious atmosphere that may relate to a dark past. The denotation of finger prints on the right hand background connotates criminality and rebellion, this relates to 50 cent as he has been a part of gangs before. The use of Low-key lighting on the image of 50 cent is affected by the colour scheme and gives a profound feel. The type of shot is a medium-close up as it clearly focuses on the facial expression which is serious. The size of the image takes up 50% of the print which suggests that the face of the advert is as important as the text. In the image the typography which is the largest text that says 'i am what i am' which also relates to the image of 50 cent as it connotates the fact that he is proud of who he is and is comfortable with his past. in the smaller text it states 'take advantage of today because tomorrow is not promised.' this also relates to 50 cent as he has been shot over 10 times (you can also see a scar from being shot on his arm) so it connotates that you should live everyday as if its your last because life is short. in this advert the dominant or preferred reading (Hall's theory) would be promoting individuality and to be proud of who you are. However there may also be an oppositional reading (Hall's theory) of criminality that the audience may consider quite inappropriate and this may not be the intention of Reebok.