Reception Theory:
The dominant reading of this 50 cent advert is to promote his successful career and how far he has come in life. This adverts also indicates that he is a determined and dedicated person as he has been through a lot of tough times in his life but he has overcome these obstacles and barriers which shaped him into the person he has become today. Therefore Reebok had applied 50 cent to distribute their brand and products.
The oppositional reading that is seen through this advert is the fact that it advertises and encourages criminal activity and therefore the black race are demonised as they are viewed to be criminals. This is seen through the image of a black rapper associated with fingerprints which connote danger, criminality and deviant behaviour. In addition, white people are also being marginalised from society as they have also been through tough experiences in their past life and are not receiving as much recognition due to stereotypes and myths within society.
The negotiated reading for this advertisement is the fact that even though it shows that 50 cent had a hard life with conflict and violence, a positive outcome had come from this. As he motivated himself to become a better person and leave the negativity behind in which he did and became a role model to the younger and older demographic.
The dominant reading of this 50 cent advert is to promote his successful career and how far he has come in life. This adverts also indicates that he is a determined and dedicated person as he has been through a lot of tough times in his life but he has overcome these obstacles and barriers which shaped him into the person he has become today. Therefore Reebok had applied 50 cent to distribute their brand and products.
The oppositional reading that is seen through this advert is the fact that it advertises and encourages criminal activity and therefore the black race are demonised as they are viewed to be criminals. This is seen through the image of a black rapper associated with fingerprints which connote danger, criminality and deviant behaviour. In addition, white people are also being marginalised from society as they have also been through tough experiences in their past life and are not receiving as much recognition due to stereotypes and myths within society.
The negotiated reading for this advertisement is the fact that even though it shows that 50 cent had a hard life with conflict and violence, a positive outcome had come from this. As he motivated himself to become a better person and leave the negativity behind in which he did and became a role model to the younger and older demographic.
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