Emporio Armani (David and Victoria Beckham), Advertisement Analysis

Emporio Armani (David and Victoria Beckham), Advertisement Analysis

by

Niamh Gallagher

This Emporio Armani advert uses sexuality and passion to sell their underwear by using a scantily-clad David and Victoria Beckham to sell their product. The  brand has deliberately positioned the couple in a sexual manner due to the fact that underwear connotes with sex, passion and intimacy. The body language of the two suggests this; David lays suggestively on the bed while Victoria showcases her body beside her husband in some sexy lingerie. Having the Beckhams in the advertisement is also interesting, as a superstar couple they always have eyes upon them and their profile and a interest in their private life. This advert gives off an intimate and almost voyeuristic tendency that makes the consumer feel like they are spying upon the couple in the one of their most intimate of moments. This feels almost exciting and thrilling to the audience due to the taboo nature of voyeurism. The impression that this is a "real life" situation as opposed to a staged shot is particularly emphasised by the fact that neither David nor Victoria are looking directly at the camera and both carry an expression that they are deep in thought. This can lead to the viewer asking questions such as; 'Are they playing a character or themselves?' and 'Why do they look like that?' or perhaps 'What are they thinking?'.

Another reason for using the Beckhams as models is that their star appeal will undoubtedly make people buy their products; if a person's favourite celebrity is campaigning and modelling for something, the said person will then be more inclined to buy the item. David and Victoria have many fans all around the globe and many such people will buy any products that the couple would endorse. Adding to this, using them may also reassure people that if it is good enough for the rich and famous to use and wear it, will be good enough for them too. Many consumers aspire to a celebrity lifestyle and although they may not have the means to afford a fast car or a luxury penthouse, they may feel that they can attain a small taste of the high life by purchasing a  product endorsed and/or used by celebrities such as the Beckhams. Another thing I noticed about the advertisement is that it says 'David and Victoria Beckham' instead of 'David Beckham and Victoria Beckham', which creates the impression that they are united as a 'power couple'. In many ways, "The Beckhams" have become a brand in themselves rather than as two separate individuals.

It is common for high-class companies such as Armani to use black and white in photography and this ad is no different as it uses this colour scheme. Black and white connotes with class, chic and timelessness. This helps the campaign from appearing gaudy and crude due to its subject matter of sex and sexuality which some consider vulgar. The overall  look using black and white makes the image chic and edgy, especially with the use of shadows which creates  erotic and enigmatic mood and tones in the topic.