Armani Advert Analysis

Emporio Armani Advert Analysis

 

 

 

This Emporio Armani Advert uses sexuality and passion to promote their underwear and have chosen the iconic couple David and Victoria Beckham in order to show this. The couple demonstrate that this underwear is for both male and females therefore draws in a wider audience. As well as this, the way the couple are positioned displays that this underwear is signified with intimacy and passion.

First of all we immediately recognise this couple as David and Victoria Beckham. David is iconic for playing for many huge football teams during his lifetime therefore has many fans across the world. Also Victoria rose to fame as part as the Spice Girls and now runs her own fashion industry so she too has many fans. These fans are more inclined to buy this underwear as they aspire to be like them and, as a couple they connote wealth, attractiveness and love and this is what people want. Seeing the two in this underwear will make people want to buy it and attain a small part of the high life of which they live. Adverts like this use celebrities for promotion because many consumers aspire to their lifestyles. This connotation of love is represented in this advert as we see the two positioned together in the Armani underwear. Them both showcasing their bodies also demonstrates their confidence which is important when it comes to selling underwear.

David lying down on the bed demonstrates a relaxed appearance when wearing this underwear and him lying like the way he is allows him to display his body signifying masculinity. This will catch many male consumer's eyes encouraging them to buy the product. When looking at Victoria we see that she is she is in a broad position which allows her to prominently show off the underwear with confidence. Her facial expression also connotes mystery within the photo as her eyes are cast to the side as if she is deep in thought.

Another key part of this advert is the way the photo itself is took. Neither of them are looking directly at the camera giving a sense of reality within the picture but also a sense of mystery. The use of black and white has connotations of simplicity but also class and timelessness and allows us to focus on the main element of the advert which is of course, the underwear itself. The two not looking at the camera and the simple background also helps us focus on the underwear as we aren't straight away drawn to their eyes. The use of the bed in the background which David is laying on emphasises the intimate atmosphere linking with the underwear. Also the use of shadows which cast down onto the couple creates a chic tone within the advert and highlights facial and body features for the two.

Overall this Armani advert encourages many people into buying this underwear due to the star appeal and love between of David and Victoria Beckham but also due to the simplicity yet classiness of the black and white which allows us to focus on the underwear itself.