Armani Ad - Beckham's

The label features high end ready-to-wear and accessories. Emporio Armani line has a high quality line in luxury fashion clothes and focus on trends and modern traits. Also, Emporio Armani is the only Giorgio Armani diffusion line that is mainly designed by Giorgio Armani.

In this advert, Armani have used a number of techniques to portray the effect that is desired. They have used a theme of black and white. Black and white is used as a juxtaposition to make an effect while Victoria's underwear is black and David's underwear is white. This juxtaposition is used in many media forms because the contrast is so great they work well. Opposites attract. While black and white is very seductive, black and white is usually signified with the past and old photography. This advertisement does not use black and white for that effect. David and Victoria are lying on a bed with little clothing on therefore it conveys to me that Armani is going for a sexual hint. We recognise ‘David and Victoria Beckham’ in the advert, both in their Armani underwear, so Armani are implying that if you buy this you will feel elegant and fashionable.

 

Armani have called it ‘David & Victoria Beckham’. This caught my attention because both first names are under the one second name this tells me how as a couple they are stronger and as we know wealthier. This is a connotation used by Armani. ‘The Beckham’s’ have been purposely chosen to do this advert because they are one of the most famous and glamorous couples in the world. Victoria also has a profession in fashion therefore it is good for Armani to have her promoting their product. I noticed the rule of thirds, David is in the top third but Victoria is in the middle third. David acts like a border all most so Victoria is the centre of attention with her being the fashion expert. The messy sheet and Victoria's messy cropped hair can demonstrate the provocative nature of this picture. Victoria seems to be in a fixed stare at the Armani logo. This has a connotation that this is the product she has her eyes on. This can make the audience have the same situation and go out at buy one.

Armani have used clever judgement by signing the Beckham’s as the audience tend to base their purchases depending on what celebrities advertise it and to use the two most famous in the world will sell this product as the public will try to imitate the Beckham's look. Overall, Beckham's have connotations of Fame, money and attractiveness when people look at them therefore Armani believes that people will buy their product in search of a lifestyle like theirs. Keep dreaming.