Armani Review

The purpose of this Armani advert is to show people the quality of the products available to them, in this case, the product are both men and females underwear. Immediately we recognise that it is David and Victoria Beckham in the advert, both in their Armani underwear. David is lying on a bed, whilst Victoria sitting almost underneath him on the floor. Despite us knowing they are husband and wife, it shows us how comfortable they are around one another. Because it shows David Beckham on a bed, this creates almost a sexual atmosphere. The whole purpose of these types of underwear is to make people feel more attractive and feel better about themselves. This is what Armani want people to feel, as this makes people more likely to buy their product. The photo being in black and white shows the simplicity of the advert. Armani don't need to overcomplicate their adverts to sell their products, especially when they can get David and Victoria Beckham on the adverts.

David Beckham is a global icon for many different things. He has played at the biggest football clubs in England, Spain, France, Italy and in the USA. He is known and recognised all over the world as an icon. He connotes many things such as talent, wealth, fame success and class. This may also be another reason why he is on the advert. People all over the world know who he is, and although they know they are not going to become or look like David Beckham just by purchasing something he advertises, people will buy the product just because David Beckham is advertising it. The same goes for Victoria Beckham. She rose to fame by being a member of The Spice Girls, then marrying David, before becoming well respected in the fashion industry. This elevated her status in the world and now she is recognised all over the world. Again, women all over the world will purchase Armani products just because they have seen Victoria Beckham on an advert, as they aspire to be like, or look like her.

It is very clever advertising by Armani. The whole advert is very simple, yet it will catch peoples attention, because David and Victoria Beckham are on the advert. Together, they connote wealth, fame, attractiveness and love. Armani know that these are things that everybody wants, so they try to exploit that. They know people will have these connotations, so this is their way to try and persuade them that they can live a similar lifestyle to the Beckham's.