MIGRAIN: Reading an image

The preferred reading of this advert is that no matter who you are, you can always wearing what you are. However focusing more on the opposition reading is that black men only have three path ways for themselves which are; Drugs, Music or Sports. What RBK is indirectly saying is that their clothing supports the life style of people like 50 Cent. 50 Cent is known for his rapping career and his association with gang members. People who are loyal fans of 50 cent will come to look at this advert and realise if they associate themselves with this brand.The negotiated reading could be that Reebok's products perceive youths as ''criminals''. However it could also suggest that it could bring about a new ''felonious identity'' to middle-class people who wish to be one of these troubled people. The target audience is mostly teenagers as 50 Cent is a popular rapper among this demographic. This particular audience will also be more open to the liberal ideas expressed in the campaign, as most of them will be aware of the rapper's background.The advert has several meanings to different types of audiences. The dominant reading is that people who usually have a criminal background can still be successful as they get a chance to show their true potential.
It may have religious significance as we typically see light shining onto people when they are important or have significance. 
It may mean that he is a good person or is a victim.
The black background is quite important as there is nothing on it which implies simplicity. The profile of 50 Cent is purposely placed next to a record of his fingerprints to make it look like a police report. This foreshadows the rappers history as he has been involved in many acts of gun violence. This brand image is trying to achieve the idea that you can succeed no matter what your past is. Reebok are trying to portray the 'bad boy' image through this and are trying to associate themselves with crime to identify with the youth and people.