Reception theory

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In this advert there is a verbal code of "I am what I am" adding a layer of brand authenticity and perhaps to a younger adolescent audience. The fingerprints are a reference to 50 cents criminal past which is unusual for a brand to do. It creates a narrative of success from a fraught upbringing 

50 cent is wearing a camouflage hat as part of his costume, which could be seen as a code for warfare and battle with highkey lighting illuminating his arm scar with both of these signs creating a sense of struggle and warfare











In this advert there is a verbal code of "Explosive speed" which could mean  that wearing these shoes will give you the explosive speed. The technical code is the use of lighting, it focusses strongly on the football player which could connote that wearing these shoes will make you the star of the pitch 






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