Analyis of Armani Advert

The Armani Advert has been specifically constructed to influence peoples decision to buy their underwear. David and Victoria Beckham have been specifically chosen for this advert based on their status as a well known and iconic celebrity couple who many people aspire to be. As the advert features both of them, we can connote that the advert is designed for both genders. This allows the advert to increase the number of people that the advert is targeted to.

Light and Shade plays a crucial part of the composition of the advert. Light has been used to bring attention and focus to areas of the image. Light has been used to bring the audiences attention to the underwear in the advert which connotes that the key to recreate this scene is the underwear.  It also focuses on their expressions so we can see the emotions in their face. The facial expressions of David and Victoria are quite natural. They are not looking into the camera which creates a feeling of them being alone together which combined with their very close positioning creates an intimate tone.

Shadow has been used to obscure elements of the scene. This provides a mysterious tone which makes the audience intrigued about what is being obscured. Also, a lot of men like the feeling of being mysterious, like a spy which is how the advert appeals to men. The harsh contrast between the light and dark connotes a feeling of passion. The shadow also emphasises David's masculinity, which appeals to the women targeted in the advert, as many women admire his body.

The image has been cropped so that we only see David and Victoria and nothing else. This connotes that the bed is irrelevant, and the location is irrelevant which makes people feel that they can have this type of "encounter" anywhere that they like if they are wearing this underwear. It makes the audience feel that the they could experience this scenario in their own home.