The denotation is that there is a picture of 50 cent and a
picture of his prison document. The connotation is that he has overcome what he
has been through and he is proud of who he is. The colours are very dark and
mostly black and the lighting is very low key which creates and connotes a
serious mood. The composition of the page is set out in two halves which
represent two different sides of 50 cent, a picture of himself and a picture of
his past. The images take up the whole advert as they are close up shots. The
angle at which the picture was taken is a straight angle. The subject matter of
the image is 50 cent and the picture of his fingerprints, so the attention is
on both subjects. The dominant reading of this advertisement is be proud of who
you are and live how you want to. The oppositional
meaning is being proud of whom you are even if you’re a bad person or have a criminal
record and reebok is worn by ‘cool’ people. The negotiated meaning is somewhere in between
the other two readings being neutral.
WWW: You've made some excellent points in terms of composition, lighting and possible connotations.
ReplyDeleteEBI: Think again about the readings - I agree with the dominant reading but the oppositional reading is the opposite of what Reebok want to communicate. So perhaps this would be that Reebok is for criminals and thugs?
LR: Go back to the final section and work on it again.