Armani Advert Analysis

When first looking at the Armani advert, Victoria and David Beckham easily recognised and registered as being very familiar to me, therefore I think that it is a clever idea to use a celebrity couple with a high status, as the media consumers appeal to the advert straight away. Victoria and David both have large followings and can consequently reach a bigger audience, which is perfect for marketing Armani. By using a high profile couple, it in theory will make more people buy the brand to have an insight and have a slice of celebrity life.

The body language of the two celebrities portrays Armani in a specific way. David and Victoria are both the signifiers in this advert and they both convey different messages. Victoria is sat with her shoulders back and chest very open, connoting that Armani is accessible to the person looking at the advert. It could also be trying to show the audience that wearing their products can make you feel more confident. As well as this, she is sat in front of David as if she is guarding him and this depicts that she is signifying that he is hers and only hers. This links back to how Armani products can make you feel confident and be empowering. David on the other hand looks more relaxed, lying down behind Victoria. This denotes how Armani isn’t just fashionable and trendy, but comfortable and practical too. They are both positioned, so that they are separate, yet still slightly touching. This denotes that they are both individual people and are both successful, but together they are a stronger more significant unit. The settings of the advert are very naturalistic, as if to represent reality. This is done by using a bedroom set (which everyone can relate to as they have one) and ruffled bed sheets, making the audience feel as if they can be like ‘The Beckhams’ too. By both of them not looking directly into the camera, it seems that they look good even when caught off guard, this could be influential and a reason why people would buy Armani.

Another factor of the image is that it is in black and white, adding an element of class and elegance. Using a black and white effect helps the image to be more focused and concise, as colour can sometimes be distracting. Generally, when using colours, it is easy to pick up on the mood or atmosphere of a photograph, therefore this advert has a sense of mystery and this can be intriguing to the consumers. The light and shade of the image helps to highlight and draw more attention to the faces of Victoria and David and also the products. By doing this, the customers can directly see what they are being presented and associate Amari’s products with people of a high social status and what looks like an ideal lifestyle. Backing this up is the use of the text on the image ‘David & Victoria Beckham’, which connotes that wearing Armani will exclude you from ‘normal’ people and you will be part of some elite group for owning such a luxury. The fact that the advert resembles a candid photo helps to add life to the image and give people the idea that a lifestyle similar to the Beckhams can be achievable and wearing Armani is one step closer to being in this exclusive group.