Armani Underwear Advert Analysis

Armani use a variety of different advertising techniques to help sell their underwear in the Beckham advert. The picture itself is very sexual and passionate, this is due to the fact that both Victoria and David are just lying down casually with near to nothing on. The use of two well known celebrity figures could suggest to the audience that if they wear Armani underwear they will feel rich and beautiful. The way black and white is used in the picture adds intensity and connotes sophistication and elegance. The shadows in the picture hint at an erotic tendency, implying that when the cameras leave more will happen. Also the way they are sprawled over and beside the bed very aloof implies that they are comfortable in both the underwear and themselves, which creates a positive body image. 

The rule of thirds was taken into consideration when taking this picture because Victoria's face is right in the middle to draw attention, as she is pulling a smoldering, unconcerned look. The large Emporio Armani logo also draws the audience to the picture and shows that the lingerie is very expensive, making people want it even more. It also implies that it’s not common to wear it so you will be in a special group of people who have it if you purchase it, making you feel special.

The Beckham’s were used in the ad campaign to bring more attention to the brand and ultimately endorse both the item and themselves. The use of celebrities in branding is used for publicity but also to make the audience feel connected to both them and the brand. It also makes the underwear expensive looking and sought after by the elite, urging more people to purchase it. The way a black and white filter was used on the picture signifies sophistication, edginess and sexuality. This is because it creates a texture to the picture and a hidden depth due to the shadows created. It also makes the advert look more artistic, which in turn makes the picture look more professional and high-end. 

The way the audience is watching Victoria and David at their most vulnerable in the bedroom implies there is a voyeuristic tendency about the picture. Also the way they are both staring at an unknown object behind the camera implies there are people watching them take these provocative photographs. 

Underwear has always had connotations of passion and sex, which is what the photographer was trying to achieve in this picture as well as making the underwear look appealing to working-class people. 

In conclusion the advert uses an array of different advertising techniques to help sell their underwear including using famous celebrities, putting them in seductive poses to draw people into the picture and also applying a black and white filter over the picture to make it look more luxurious and expensive.