MIGRAIN: Reading an image

50 Cent Reebok Advert

The advert uses 50 Cent to promote the brand Reebok. The advert uses a medium close up of 50 Cent to show dominance and fearlessness. The use of black and white makes the advert a dramatic and expressive. 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. The quote also hints at the rappers history as it states that ''tomorrow is never promised''. The quote is printed in sans serif  which suggests the advert is modernized and contains more liberal views and opinions. However the slogan is printed in old fashioned, western typography with no attention to grammar, which could symbolize the act of ''breaking the rules''. The size of the images and copy are large to grab the viewers attention. The target audience is mostly teenagers as 50 Cent is a popular rapper amongst 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 is polysemic as it 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. Therefor the ad uses 50 Cent, a rapper which has been involved in crimes,to show how his wealth and popularity today can motivate and inspire those who have been through similar situations. 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 oppositional reading could be that only a certain demographic e.g black working class, can have a transformation like 50 Cent as the dominant ideology of working class people is that most of them have a rough upbringing. They are more likely to be involved in crime.
















The advert uses Oscar Pistorius as the key figure in their campaign. The bright colours on his sportswear contrasts the dark background which connotes ideas of ''standing out from the crowd''. The advert also uses action shots to support the slogan (reveals his strength and speed). The typography  is placed on the left to appear as if Pistorius is the ''bullet''. It is then followed by the official Nike slogan to further express the message of the advert. The advert could also be seen as inspiration to other aspiring athletes. The target audience is mostly teenagers as they are aware of Pistorius's achievements. However it could also appeal to adults who have certain disabilities as it shows them how its never too late to start being more active and motivated.

The preferred reading could be that anyone can become an athlete. The poster motivates a young demographic to push themselves and work hard so that one day they can seen as an invincible figure. The negotiated reading could be that people who have disabilities find it easier to be motivated as they have been through difficult situations. The poster therefore could inspire them as it shows a key figure in sports who has been through these situations. If the poster had another sports celebrity the impact of the poster wouldn't be as powerful. The oppositional reading would be that the advert is extremely ironic due to the fact that Pistorious was convicted of murder (manslaughter) . Therefore the slogan '' I am the bullet...'' would come across as inappropriate, and possibly make the brand unpopular due to controversial comments towards the campaign.

Media consumption audit

Newspapers

• Which daily newspapers (if any) do you read? I sometimes read The Guardian and Metro.
• What sections of newspapers do you turn to first, and why? I usually read the main news stories first because they keep me updated on what's going on in the world. They are also the most interesting. 
• What sections do you never read, and why? I don't read the celebrity news stories as they are usually exaggerated.
• What kinds of stories do you usually read and why? I read stories on crimes and other acts of violence , so that I am aware of whats going on. 
• Do you, or someone else, buy the newspaper you read? Yes. 
• Do you look at the online versions of any newspapers? Which newspapers? Why do you visit their website and not others? No

Magazines

• What magazines (if any) do you buy regularly?  Why? I don't buy magazines.
• What sections of the magazines do you read and not read, and why?

Television

• Approximately how many hours a week do you spend watching television? I watch approximately 4-5 hours of TV a day. 
• What times of day do you usually watch television? In the morning during breakfast, in the afternoon and during dinner. 
• What programmes do you like best and why? I like watching a lot of TV shows, for example ''Impractical Jokers'' and ''Modern Family''. I also like to watch documentaries about artists on the Sky Arts Channel. 
• Do you watch alone or with others? If you watch with others, who decides what you will watch? I watch TV with my brother, and he usually decides what we watch. 
• Do you watch 'live' TV or on-demand/catch-up? Do you use any other devices to watch TV (such as laptop of tablet?) Yes I use my laptop or my Ipad to catch up on TV shows I missed, usually on BBC IPlayer.

Radio

• Do you listen to the radio? Yes.
• If yes, what stations do you like best and why? I usually listen to Capital FM or KISS.
• Approximately how many hours a week do you spend listening to the radio? 4-5 hours 
• What times of the day do you usually listen to the radio? In the morning. 
• Where do you listen to the radio? Usually in the car or in the living room. 
• What other activities (if any) do you do whilst listening to the radio? I sometimes do my art homework while listening to the radio. 

Cinema

• What films have you seen in the cinema in the last month? I've watched Suicide Squad 
• What films have you seen in other places – for example, through rental, satellite film channels (free or otherwise) or through video-on-demand? 
• Who else watched the films with you? My friends.
• Who decided what films to watch? We all decide as a group based on what everyone wants to watch. 
• What devices do you typically use to watch films: TV, laptop, tablet, phone etc.? I usually use my phone and laptop to watch films. I also watch films on TV through my laptop.

Online

• How often do you access the internet? Approximately, 6-7 hours a day. 
• Where do you access the internet?  At home, at college or school, or at work? At home
• What are the main sites that you access? I usually go on YouTube or on the websites of popular shops e.g Nike,H&M or ASOS. 
• What are the main reasons for accessing these sites – for example, for information, to make purchases, communicate with friends or for entertainment? I usually go on YouTube for entertainment and information. I go on the other websites to do online shopping. 
• What other activities (if any) do you do whilst accessing the internet? I usually use the internet whilst doing my work as I need it to research certain things.  
• What different devices do you use to access the internet? What is your primary device for accessing the internet? My phone.
• What social networks do you use regularly (e.g. Twitter, Instagram)? Why do you belong to these networks in particular? Instagram- to find out whats going on and also find out about places and events that are occurring.  

Reflection

• How can you develop the amount and variety of media you consume? I could use other sources of media e.g magazines, and listen to the radio more. 
• What will you change in your media consumption habits this year as a result of studying A Level Media? I will explore a wide range of media to give me a better understanding of how it differs from each source.
• List three sources of media (websites/newspapers/apps/TV programmes etc.) that you will start to access this year that you haven't engaged with previously. Newspapers, websites and magazines.

1) Why did you choose AS Media Studies?
I chose media because its interesting and I would like to know how media operates. 


2) Did you take GCSE Media Studies (either here at Greenford or a different school)?
No I did not take GCSE media.

3) If you answered yes to Q2, what grade did you achieve in GCSE Media? What coursework tasks did you complete? What would you say your strengths and weaknesses were in GCSE Media?

4) What grade do you hope to achieve in A Level Media?
Hopefully an A

5) What are your current thoughts about your next steps after A Levels - university, apprenticeship, work?
I definitely want to go to university and study the history of art. Also I would like to go into careers such as publishing or curating (for galleries, museums etc)

6) What do you think the biggest media story of 2016 has been and why?
I think the biggest story was about Donald Trump running for president , as it was very controversial and sparked many protests and arguments in many places as well the US.

7) What media sources do you use to find out about news and current affairs?
I usually go on social media and often watch news on TV.

8) What was the last film you watched?
Suicide Squad

9) What is your favourite ever TV series?
I don't have a favorite as I watch many shows, however currently I am interested in shows such as ''Narcos'' and ''Game of Thrones''

10) How many hours do you spend online in an average day? Is this too little, too much or about right? Why?
Probably 6-7 hours a day,which I think is enough as it allows me to catch up on trending news and stories.