Analysis of the Armani advert

Image of the Armani advert being analysised.

The image shows two famous people, David and Victoria Beckham, in the underwear being advertised while posing to give a more relaxed or sensual look to the product. The image is in black and white (which emphasizes the use of shadows and light), in landscape position and states the names of both company and celebrities, as well as telling you were to buy the products.

The shadows in the image creates a very romantic and sexual tone with how they distort and emphasise certain parts of the image, like how the distorted shadow of Victoria Beckham greatly clashed against the white underwear worn by her husband which emphasizes one of the products to the audience. Another main example of this is how the shadows are distorted again Victoria, as it greatly emphasizes the underwear she is wearing and how it looks in her body.The images black and white colour gives it a very silent romantic film feel which makes it seem quite mysterious and passionate, the landscape position of the advert also gives of the film feel as well as making the two look like a work of art, making a point of the audience looking like a work of art in their product. The celebrities in this ad, David and Victoria Beckham, most likely represent romance, love and relationships to the audience, as they are a very famous couple (even if you didn't know the faces of the two, it is stated in the ad who they are so someone who knows their names but not their faces can still be in the audience and relate to the product). This couple image can also make it relatable to couples or those just wanting to impress someone they have a romantic/sexual interest for, as the products look good on the models (thanks to the posing and photographic composition) and as I mentioned before gives them confidence in wanting to buy that product and look/feel the same way. The photographic composition techniques used in this advert are: Shade and light (which I have already talked about with the shadows.), foreground/background and rule of thirds. The foreground/background technique applies to this image as it has a important point in the foreground and back, that being the models. Victoria being the foreground, wearing the product greatly emphasised of the shadows of this in front of her while David is in the background, any emphasis of features of his or the product he is wearing comes from Victoria being in the foreground. The rule of thirds (a very common technique) is also seen if you divided the image into 3 by 3, the points of interest being on or near the intersection. From doing this, I found that the main points of interest, from this rule, are: their eyes, parts of their body shape as well as parts of the product (such as a bra strap or the waist band of the boxers). The body shapes of the models is greatly emphasised and made to look attractive in this as as it will draw in an audience who wants such emphasis on certain good parts of their body to buy the product and look that way. The eyes of the models also have a very laid back and longing look to them   as if to emphasise the fact that they want you to think that it'll give you this look and make you a person to be longed for. The sensual feel can give the audience the correct image of the product and draw the right people into buying it, this makes this advert quite successful in it objective to get people to buy the product as it relates images to it that the certain audience (adults) want or enjoy.