MIGRAIN introduction to Media: Reading an image

ReeBok Advertisement 

Denotation; This advert is a celebrity endorsement by 50 cent, promoting the sports brand ReeBok.

Colour;  The whole poster is monochrome, which may reflect the rappers dark past. It also creates quite a serious mood/atmosphere. 

Pose; He is looking directly at the audience (direct mode of address). He himself is standing with his back to the other side of the image, which shows his fingerprints. This may connote that he is leaving his past behind him. However, you could also argue that because he is standing so upright he maybe proud of his past, which is supported by the tagline 'i am what i am'. 

Composition; Both him and the picture of his fingerprints take up the same amount of space. This could suggest that his past, being that he has a criminal record, has made him who he is today. The copy (serif font) is quite interesting as 'i am' is on one side of the image, showing 50 cent, and the other side with 'what i am', showing his fingerprints. 

Type of shot; This image is a medium/close up shot, still showing the emotions on his face but at the same time showing the image of his criminal record. 

Subject matter; There is no product being advertised in this poster, meaning the aim of this poster is to promote the brand. ReeBok used 50 cent to advertise the idea that whatever may of happened in the past ReeBok can help you stand out and be proud of who you are.

Lighting; The poster is very dark, again suggesting his 'dark' past.

Target audience; Mainly youths, we know this because of the use of 50 cent promoting the brand. Youngsters are instantly drawn to this poster because of 50 cent.

The dominate reading could be that audiences are inspired by 50 cents words (at the top right of the advertisement) and look up to 50 cent, see him as a role model to young people. The clear message to readers is that no matter your mistakes in life you can still succeed in life, just like 50 cent has. The oppositional reading could be that ReeBok could be promoting criminal or bad behaviour. Also, this could be a commodification of black culture being used by a capitalist company. In addition, this could then reinforce stereotypes of black people.  

Marc Jacobs advertisement

Denotation; this print is advertising the fragrance 'Daisy', which is produced by Marc Jacobs.

Colour; the colours used is mainly yellowy- green which gives a summery, glowing element to the image.

Framing/Composition; the image is kind of split into three sections, one being the logo and the name of the fragrance, then in the middle we have the woman who is holding the oversized perfume bottle, which is in the third half of the image.

Pose; There is direct mode of address. Also, the way she is looking at the audience, draws you in as she looks very intriguing. In addition, she has an element of innocence about her, they have chosen not to put any make-up or fancy clothing on her to portray that this product is very simplistic.

Type of shot; this shot is a medium shot, to show not only the product but the atmosphere surrounding it.

Setting; this shot has been taken outdoors. I think they have done this to capture nature as the product is very simplistic.

Subject matter; I think the subject matter is both the girl and the perfume bottle. The perfume bottle is oversized, which may suggest that the perfume is as important as the person who wears it. 

Lighting; this image is quite bright, I think they have done this to symbolise youthfulness. Also, the sun behind her is shining quite bright, which gives the audience a taste of summer. 

The target audience is women. Although this advert is very simple, I think the aim is to make women feel that their 'natural' self is very beautiful, to almost show that you don't have to be over the top and wear a powerful perfume as sometimes "less is more".

  

The dominant reading could be that this perfume is one for simplistic lovers and that natural things are beautiful. However, the oppositional reading could be that Marc Jacobs are saying that every woman should look like this natural girl on the poster, which may make some girls insecure.