Emporio Armani Underwear

In the advertisement being analysed, we see the world famous couple that are Mr and Mrs Beckham lounging casually. Automatically, this hooks consumers because of the iconic celebrity status the 'power couple' hold. The body language is a key factor which adds to the appeal of this underwear and draws the audience in. A signifier here would be that the couple are lounging, they are relaxed. Most audience members will see this photo and remind themselves that they certainly do not look this superior when they are 'lounging'.  We can only assume that this snap has been taken not long after an intimate occurrence, and it is imperative that we consider how good they still look. This adds appeal to the underwear, because with this idea of looking good when lounging, comes the denotation of luxury and high living.

This brings me to my next point. There are two signifiers to be mindful of when considering why The Beckham's have a connection with 'working class' people; they represent fame, however they also represent coming from working class backgrounds themselves. Although these two lifestyles are worlds apart, the pair represent both. Both David and Victoria only reached fame through working for it. Despite their average upbringings, the two are living a complete different life today. The public often feel like they can relate to this couple, as they are signified with family life, and parenthood. This, alongside the average upbringings, makes the couple all the more iconic, and if the consumers think that they can be one small step closer to the desirable lifestyle of 'Posh and Becks', (in this case, buying the underwear advertised), they will. As a result, the product will have successful sales.  

Furthermore, it is also important to take note of the main photographic techniques used here; light and shadows, and black and white. Black and white photo composition is a well known way of capturing a moment as it happens, and also gives a timeless feel to the picture. In this particular picture, it has been used to make the text more dark and mysterious in partnership with the positioning and the directions they are both looking. We can see Victoria looking away with a lot of dark around her eyes, and David looking directly towards the camera. The signifier here would be the seductive looks on their faces and the signified point; the sexual affair that comes with it. Despite the fact that they are looking in complete opposite directions, the dark shadows and black and white effect can't help but create an intimate atmosphere, along with of course what they are wearing. The white text in the bottom right hand corner stands out in comparison to the darkness of the photo. This is significant, because it reminds you of the brand, but also gives a link to Armarni's website, demanding that you 'shop now' which encourages the consumer to buy the underwear before their mind becomes occupied with other things.