MIGRAIN introduction to Media: Reading an image

MIGRAIN introduction to Media: Reading an image

This advert poster has been endorsed by 50 Cent, promoting the Reebok brand name.
Denotation:

The advert consists of two images which are split- in a collage. One of them has a shot of 50 cent looking very menacing whereas the other one has a shot of fingerprints from some sort of criminal document. In addition to that the other image has a quote on it which is written by 50 cent and a tagline in the middle of both images. Also, there is a Reebok logo in the bottom right which suggests what brand the advert is promoting.

 Connotation:

The advert is monochrome which helps emphasis the effect of both images. The image of 50 cent on the left shows that his expression is very serious and the different shades of black and white help us get the message across that he had rough past. Similarly the image on the right suggests a criminal record which could possibly be linked with 50 cent. In addition to that the army camouflage on 50 cents vest could also suggest connotations of violence. However the tagline suggests that 50 cent is not ashamed of his past, in fact he is proud of the fact that he has a criminal background but still ended up pursuing a very respectful career which makes many people look up to you as a role model.

Colour/Lighting:

As I said previously the advert is monochrome and consists of different shades of black and white and even greys. The left image of 50 cent has an almost black background whereas there is more light reflected on his face making his expression more visible. Also, there is more light visible on his upper body that is making it easy for us to see his chain and clothing- even the scar on his shoulder. On the other hand the image of fingerprints on the right doesn't consist of any many shades, the colour of the document is one shade of grey and the fingerprints are also one shade making it easy for us to see what the shot consists of. 

Composition/Pose:

The advert is made up of two separate images which have been together in a collage which gives the split image effect. 

The pose 50 cent has is very stern which makes his muscles visible. In addition to that he holds a serious facial expression and looks masculine.

The quote on the top right is in sans serif font which is modern, this implies that his words stand a meaning for everyone whereas the tagline is in a serif font which is more traditional suggesting he us a classic rapper.

Size/Type Of Shot:

The type of shot on the left image is a medium-close up of 50 cent and the type of shot on the right is a close up of the fingerprints since some prints are not visible in the shot.

Subject Matter:

No product is being promoted in the advert. The only visible brand association is the logo 'RBK' in the bottom right which is the logo for Reebok. This connotes that the celebrity endorsement was simply done for the publicity of the brand and not a specific product.

This is done because when the people viewing the advert see that 50 cent is the central image they will imply that a celebrity promoting a certain product/brand suggests they're exceptional. Also the idea of a past problems and then rising to become something 'powerful' motivates many young people which could initially interest them into purchasing Reebok products.  

 Setting:

From the images you can assume the setting may be of a police station due to the image of a criminal document. Additionally, 50 cent seems to be looking us directly in the eye which could suggest he is in some sort of danger or held captive.


Target Audience:
The target audience is mainly young teens and we can assume this by the use of 50 Cent promoting the brand. Young people would be interested with this product as soon as they see 50 Cent as a role model.The use of the quote also shares a bit of his life with us and gets the audience to connect with him- motivating them to do better.






This advert poster has been endorsed by Scarlett Johansson  , promoting a make-up product (foundation) produced by Dolce&Gabbana.

Denotation:
The advert consists of one image which is of the celebrity Scarlett Johansson. She is laying on a bed nude with a light pink silk sheet wrapped around her. We can assume she is topless since her back is bare revealing skin. Other than her face and back only her left arm is visible. In addition to that, there is a image of the make-up product imprinted onto the poster. The brand name is in the top right corner along with the product name under it. There is also some writing under the product image however it is not clear enough and you cannot tell what it says. 


Connotation: 
Scarlett Johansson has a very enticing look. The bare skin gives a more seductive feel to the poster- almost hypnotising the audience. Her lips are slightly parted,suggesting a flirtatious expression also as she is addressing us directly with her eyes, it is as though she is trying to put the audience in a trance with her beauty. She is portrayed as a elegant yet sensuous woman with the way she is positioned and her pose. On the other hand the product name 'Perfect Luminous' implies that this foundation gives you perfect skin with an amazing 'luminous' glow. This appeals to most people since everyone wants almost 'perfect' skin. Scarlett Johansson is a beautiful women who many ladies look up to and the brand have used her to represent impeccable skin since that is what will allure people into buying the product.


Colour: 
The colours used in the advert are a range of different light pinks/nudes. This represents elegance and class/wealth. The background is almost white emphasising the glowing effect on Scarlett Johansson's skin. In addition to that there's more shadows around the perimeter of her face making her features and dewy skin more prominent.


Composition/Pose:
There is only one image however the models face is more towards the left side and there is a small image of the product imprinted onto the right side. 
Like I said previously the model, Scarlett Johansson is laying on her belly with her back revealing bare skin. She has a captivating look on her face and is looking directing at the camera in a almost hypnotise way. The silk sheets wrapped around her could signify wealth which could connote that this brand of make-up would be appealing to people of a higher class.

Size/Type Of Shot:

The type of shot is a medium-close up.

Subject Matter:
The subject matter of this poster is the make-up product which is a foundation called 'Perfect Luminous' which is in the right side of the poster however Scarlett Johansson takes up more of the poster in size but we can clearly identify the subject matter being the perfume as Dolce&Gabanna is such a famous brand.


Target Audience: 
The target audience would be women who wear make-up however since Dolce@&Gabanna are a well known expensive brand it is suitable to infer that women of a higher age and higher class would be more interested in purchasing this product.

Dominant/ Oppositional Reading Of Adverts

Nike Ad- the dominant reading of this advert is that this advert is that young males who may be living in estates or may be part of the lower class can pursue the career they enjoy and have a passion for with the right gear, essentially referring to Nike footwear. On the other hand the oppositional reading is that some young males who cannot afford to purchase Nike footwear due to their expensive price may look at this advert and feel deprived since they don't own a pair of Nike trainers. in addition to that the background of the 'estates' makes young males assume that this specific type of clothing portrays you as a 'hood-rat' or 'gang member' so they behave like one. 

50 Cent Ad- the dominant reading is that despite having a criminal record, 50 cent became a great rapper who many young males see as a role model. He is portrayed as someone who is proud of his past and this makes young males assume that it is possible to achieve anything. However, the oppositional reading is that this advert is promoting crime and violence. It is making young males imply that they can get away with crime and instead of making them view 50 Cent as a person who learnt from his mistakes, the tagline 'I am what I am' is connoting he doesn't see his past as a lesson- he sees it like an achievement.