Emporio Armani advert

The signifier of this avert is Emporio Armani. However a lot of things can be signified with Armani for example when you think of this well-known high fashion brand there are all different things you think of which associate with Armani, like, perfume, watches, woman’s clothing, men’s clothing, shoes, children’s wear ect.

This advert connotes love and shows the relationship between the couple. They used Victoria and David Beckham who are majority of the time in the public eye and have been for numerous years. The ‘Beckham’s’ are a well-known married couple around the world, both known for their success and fame but also for their marriage together. By Armani having this couple advertise their product makes it automatically appeal to married couples, who maybe want to be like Victoria and David. Also by having Victoria and David Beckham advertise this product makes it seem more real and life like rather than have a model that no one will know of, this makes it so powerful to the public. We also see the chemistry between them because they are a married couple this again makes the product more real and life like. The advertisement features their names both written on the picture to make it clear and stand out that it is actually them this is significant because these two individuals are so powerful it can make any fan of theirs buy the product just because they are wearing it. The positions in which they lying in also contributes to the text in many ways. David is lying down relaxed and Victoria is leaning against him, this position of their bodies draws us to the bra Victoria is wearing and also the underwear David is wearing at the same time. Their body language isn’t over the top and awkward looking, it looks natural which it should look natural as Armani is trying to sell underwear. Victoria almost looks seductive and along with her facial expression which is a serious look, almost like a glare in her eyes, but at the same time she looks sophisticated and seductive. The picture has been taken has been taken to show the classiness and sophistication and not cheapness. We only have a small sample view of the underwear, because the models aren’t revealing too much which if they was it would be unnecessary. The black and white effect connotes an old fashioned picture, but this is what makes it glamorous because some of the most memorable glamorous pictures were taken in black and white for example; Marilyn Monroe and Audrey Hepburn. The contrasting features such as the black and white effect the underwear , the classiness and the shadows, make Victoria live up to her stage name ‘posh’.  The picture looks as though it has been taken from an above angle on a bed. I think that Armani are trying to show the pair in a natural environment in the underwear as this is the place where couples would be most likely to wear the product on their own. The picture doesn’t look staged and over the top, it is just plain and simple, almost like the product which I think contrasts. Armani aren’t selling underwear over the top with all different things attached, they are selling classic and simple underwear. Armani  also would want the consumer to feel good wearing their product so making the picture look so simple and natural is a good thing because if the models looked awkward and didn’t look good it may put the consumer off from buying the product. The use of shadows used in the picture connotes a mysterious environment also with the look on both their faces which is serious and mysterious.

The signifier of this advertisement would be that there is a man and a woman, wearing underwear to advertise the Armani product excluding the fact that they are celebrities. The advertisement denotes the underwear as something you will feel and look good in, as well as relationships. Armani want their product to sell to both men and women and trying to target both in this text.