Armani Advert Analysis

Owen Silker

Armani Advert Analysis

16^th September 2014

The central image on the advert uses a number of photographic and lighting techniques. Firstly the two models (David and Victoria Beckham) are positioned using a background/foreground technique to draw attention to them both. The picture uses a black and white filter as well. The Black and white filter adds to a serious mood initially displayed by the body language of both Victoria and David. The Shading on the image also adds to the sophisticated serious mood. The body language shown by both of them is serious but also suggests a passionate and more ‘flirtatious’ mood, this is because both models are wearing only their underwear and the positioning of their bodies is rather revealing and so suggests a sexual vibe, this is backed by the use of what looks like a bed that both models are engaged with. Having a female model as the first image you see when looking at the advert is clever as it will inevitably attract the attention of Men, this also applies to Women because they will inevitably be attracted to David as he is a famous face. Using a male and a female model also tells you that the product is for both Men and Women.

The fact that the advert has used two of the most famous people in the world to advertise there product is because they have millions of fans all over the world and so if the fans see them wearing certain clothes or advertising certain brands they will want to buy that item also, it tells you that if the company selling the product uses two famous people to advertise then the product or company must be good if they’re willing to vouch to put there dignity on the line. Using the Beckhams also suggests that if you buy the product you to will look/feel like them and be like them.

The ‘Emporio Armani’ logo is placed at the bottom right corner, this is to make sure the models are in full view however you can still see the company branding and any other important text. The color of the text is white as it suits the mood of the advert and sticks to the black and white colors on the main image. They have also positioned the ‘Underwear’ text beneath the main heading as it tells you what the company are trying to advertise as well as having the models strongly hint to you what they’re trying to sell.

As this is a business the company needs to show you where you can purchase the product that is being advertised and so they have positioned a link to the main website above the primary heading this is because all of the text is centered around that one corner and so you are more likely to see it than if it was positioned somewhere else on the page.