Emporio Armarni Analysis

The Emporio Armani is a huge name is the fashion industry; its label represents a high end fashion line created by Giorgio Armani. This Emporio Armani adverts purpose is to advertise and promote it new underwear line. Emporio Armani has used two major celebrities, David and Victoria Beckham to wear and promote this line. David Beckham is a world famous and well respected professional football player and a general icon and role model. His wife Victoria Beckham is also a well-respected celebrity as she initially gained fame from being part of a huge girl group the 'Spice Girls' she is now a major high fashion style icon closely linked with the fashion industry.

The Beckhams themselves connote power, class, sophistication, romance, wealth and love which immediately sets the tone for this advertisement. Using these two major celebrities shows the sophistication, expense of the product, to say that a high style icon such as Victoria Beckham wears this line. This couple show that the brands underwear line is considered luxury and good quality, that this couple are proud to be seen wearing it.  Armani want people to buy their product so they're persuading them by implying that if they wear that quality of underwear then you will look as attractive as they do and feel as good as they do too and may even have a relationship as good as they do.

 The chemistry between this iconic couple is shown through the cinematography of the advert. David is draped over a bed and Victoria sitting below him both in the Armani underwear gives the advert a more sexual feeling. The filter of the advert is in black and white which gives a vintage look but more importantly is to make the Armani label stand out. The black and white filter makes what is in the photograph itself the main focus and it’s not being blinded by any colours its simplicity is more powerful,

Also in the photograph the lighting plays a big part in actually promoting the celebrities and the underwear, we are forced to concentrate on the celebrity’s faces and the underwear and not their bodies being half naked. You can tell this because the lighting highlights their faces and the actual underwear and shades their bodies, which the company has done to force us to look at these certain areas.

The typography of ‘David and Victoria Beckham’ is used to reinforce their celebrity status to make them more important and for Armani to say that these well know celebs are wearing our brand so you should. Also it is used as some people know their name and not their faces so their name alone being on this is a huge promotion.

The Emporio Armani label is in the bottom right hand corner in large white font to make it stand out. But the label is in the bottom corner to make sure all our attention is drawn to the couple and not actually the label itself.

In conclusion the Advert is using the couple’s looks and their celebrity status to promote their new underwear line in a way that draws more attention to them than the actual underwear. This can be seen as the underwear isn’t actually on full show. The Armani strongly relies on the couples status and sexual chemistry alone to sell this line.