This Reebok advert featuring 50 Cent contains a quote which can be interpreted in a number of ways.
The advert has been split into two sections; a photograph of 50 Cent on the left, and his quote, on a background of fingerprints on the right. The phrase 'I am what I am' is an overlay which has been inserted over both pictures.
The denotation of this advert is that 50 Cent has said the words in the quote.
The connotation of this advert is that this quote is being used not only to promote the brand as a whole but also to get the viewer thinking and become inspired by what 50 Cent has said.
It has been used as a motivation to 50 Cent's audience regarding their goals in life.
The reason they used 50 Cent as part of their campaign is because he is a well known rapper that appeals to the younger generation. This factor would have been highly regarded since Reebok's main customers are teenagers and young adults. Since 50 Cent is a successful artist in the music industry, it is more likely that his following would be keen to take his words on board in order to follow in 50 Cent's footsteps and become successful. The fact that the advert includes 'I am what I am' suggests to the reader that he is telling everyone that he is himself and therefore trying to spread the message that everyone should be themselves.
The colours used in this advert are part of the grayscale (including white, black and various shades of grey). This palette allows each part of the advert to be the same colour - with no certain part being brighter and more noticeable than another. This can connote that everything in the advert is important; the image of 50 cent, what he's said and the image behind what he has said. Therefore, those that have seen the advert are more inclined to view the entire advert altogether as opposed to just viewing one portion of it.
The shot at which the portrait has been taken is a headshot which is taken from a slight angle, with 50 Cent looking directly at the camera with a stern facial expression.
The sizes of both images used are equal which shows that both pictures are equally as important as one another. The sizing of the text in the quote is a lot smaller than that of the message in the centre of the picture. This could be because there's more writing to fit. It could also be so that the attention is mainly focused on the central message of 'I am what I am' which is why it stands out more. The Reebok logo is placed at the bottom of the second picture and is about the same size as the quote which shows that as well as the quote, the logo is just as much of a vital part of the advert as the quote itself. Therefore, Reebok have made sure that people are aware that it's their ad, by including their logo, but are more focusing on their spokesperson.
The subject seems to be 50 Cent's message as well as the fact that 50 Cent himself was the person behind the message.
The setting in the left image is unclear which shows that this is not an important factor of the advert as it's just a plain black background. As a result, this puts more emphasis on the subject (50 cent).
The lighting in the image of 50 cent has come from above which suggests that 50 Cent is in the spotlight. This creates a shadow on his jawline and underneath his eyes.
I think that a preferred reading of this advert would be that anyone can be successful; including someone (50 Cent) who has been shot before. This would hopefully have a positive influence on the audience of 50 Cent to become inspired by him and want to chase their dreams, no matter what as he did.
However, others who see this advert could be opposed to this idea and instead believe that this advert is promoting violence and crime due to the image on the right which is of fingerprints of someone who has gone to prison. This would suggest, therefore, to those who are not aware of 50 Cent's background, that he himself was part of a crime.
