Denotation: 50 Cent advertising for Reebok.
Connotation: To draw in young adults and teens towards the brand in a positive light.
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To begin, the usage of dark colours such as black and even the camouflage styled hat is connote darkness and allude to past trauma. Perhaps, this was an intentional decision to give off the impression of understanding difficult circumstances within life. This is also used to make 50 Cent look heroic for overcoming his past hardships and for achieving the position he is in currently. This is achieved successfully through the low key lighting which achieved the effect of chiaroscuro. In addition, this is used to inspire enthusiasts of 50 cent to the brand, Reebok. Furthermore, the medium shot of 50 cent next to the fingerprint heightens the stereotype of black males. Ironically the quotations are prevailed on top of the fingertips to convey that people can overcome and prosper overtime.
Denotation: A toddler smoking in forms of bubbles.
Connotation: Children are very impressionable.
There is vast contrast between light and dark (chiaroscuro) to emphasises on the innocence and susceptibility of a child. A medium close up is used for enabling viewers to have a sense of identity with the girl. Moreover, to provoke a sense of sympathy for the child as it is classified as second-hand smoking. The slogan 'you smoke. she smokes.' is not only used for dramatic effect but to also show the sheer liability of child's health and potential development of later problems. Lastly, the juxtaposition between the bubble stick and the rings of smokes is used to further boudler the dangers of the exposure of smoking in front of children.
