Armani Advert Analysis

This advert shows the signifiers, David and Victoria Beckham, advertising Emporio Armani underwear. The photographer/company had used many techniques to make the campaign successful.

David and Victoria Beckham are one of, if not the most powerful and well known couples in the world. Individually David Beckham is one of the most famous people in the world. Armani have decided to take advantage of the Beckhams popularity, by using them to promote their product. Armani could possibly be comparing their audience to David and Victoria. Also, the fact that David Beckham is the most successful footballer today, will mean that everyone around the world will recognize him, therefore promoting their products to a wider audience, Victoria Beckham is also individually very famous for once being in the Spice Girls, and is now huge in the fashion industry, like Armani. Not only does this show that she understand big brands like Armani, but it will promote the campaign to her fans.

In addition to this, Armani may have chose the Beckhams due to their sophistication and the fact they're very publicly family orientated. This shows that ordinary family orientated people can be just them by wearing the underwear advertised.

The body language of the models is an important feature in the advert. Victoria is seen to be sitting in front of David, with her arms open. This could connote to the audience that she is dominant or possibly protective over her husband. It might also show confidence which may give the reader the impression that they will also feel more confident wearing the underwear. Davids body language gives us an insight possible into their lifestyle as its a candid, casual shot. We could interpret this due to the fact that he is laying down, which gives us a sense of realism. Also, the fact that the bed is messy shows us it's a candid picture.

The black and white feature used on the picture gives an element of class and sophistication to the effect. This will appeal to viewers as they will be lead to believe that wearing the products advertised will make you look/feel this level of sophistication. In addition to this, The company have used techniques like light and shade to make products stand out, and enhance features that the advert is wanted to draw the audiences attention to. The shadow across Victoria's stomach creates an illusion that she's thinner than usual, which may be done to suggest to the audience that this is how the product makes you look. The shadows enhance David muscles which will send a message to men, possible suggesting wearing the product will boost your masculinity.

Not only does the use of light and shade enhance features, but it creates a serious mood and atmosphere due to the shadows across their faces. If bright colours were used, people may not take it seriously, or it would look alot more immature and less sophisticated.