Armani

In this advertisement we see David and Victoria Beckham lying half naked in a dishevelled bed. Their attitudes are indifferent to anyone, their expressions seclude them into a more personal and intimate scene. Just the idea that we are not intended to be seeing this is enough to keep the audience intrigued and grabs attention. The black and white advert is intended to create a more sexual scene because it forces certain features to stand out and creates a dark shadowy effect. The contrasting effect on their Armani underwear forces the audience to notice Armani's product and this leaves the audience associating this underwear with this sexual scene. Sex is part of human nature, those old enough to realise the messages implied in this advertisement will then associate that underwear with sex thus wanting to buy Armani's product.

By using two well known figures such as the Beckhams, Armani are trying to make the audience connect their product to the Beckham's lifestyle. We hear about high class celebrities such as these all the time and we want to know more and more about them therefore an intimate scene such as this gives us a unique view from what the fashion and celebrity magazines can supply. Those in the audience who are interested in the Beckham's lifestyle will be left wanting Armani's product purely for the reason that the Beckhams own it. This kind of intimate product will also give the owner a more personal product which the Beckhams own as well; this is different from perhaps buying the same aftershave/perfume they use. This tactic is used worldwide by all advertisements; careers such as modelling would not exist without the need for beautiful people to work in advertising. The audience sees a model wearing clothes and thinks that if they wear the clothes they will be just as good looking or feel as though they own a part of their idol's lifestyle. This tactic is used in the Armani advertisement although it is more so due to the models also being well known celebrities.

The rule of thirds is a technique used by photographers which implies that the audience is drawn not just to the centre of the photograph but the points which cross when it is split into thirds; this leaves the emphasis on the Armani logo on David Beckham's underwear thus focussing the advertisement on the brand. There are less obvious techniques used such as the tattoo on David Beckham's back resembling the Armani logo. Or the light on David Beckham and the shadow on Victoria just as Beckham wears the white underwear and Victoria wears the dark.

The Emporio Armani logo and writing is in white which is contrasting and bold standing out from the shadowy writing of 'David & Victoria Beckham', this could symbolise the brands purity against their seductiveness and could represent how anyone could have a seemingly pure exterior against a more sinful inside. We also see this hidden nature in David and Victoria Beckham's face, Victoria's face is in the light representing purity, David's face is in the dark, and this contrasts their underwear representing the mixed personalities of the two.