Armani Advert | Homework

This is an advert featuring David and Victoria Beckham. They are advertising the famous well brand of Emporio Armani. The advert is promoting their underwear. The advert has a lot of signified meanings which makes it unique and special for the brand itself.

Using the worlds most famous power couple has its advantages. Using the 'Beckhams' gives Armani the chance to represent how they are the best of the best as the two of them are famous globally. In addition to this, the Beckhams are very professional which shows are Armani themselves are also professional. 

They connote and embody certain qualities which are then linked to the product and brand. The fact that they used the David and Victoria Beckham to represent their brand signifies how they would not use a more daring, controversial couple as the brand doesn't stand for that.

As we know David Beckham is one of the worlds most famous footballers and he is also a role model to so many people around the world so using him is sort of a way of saying if you wear the underwear you can be just like him as it is aspirational. 

Moreover, Victoria Beckham is also a famous role model as we know she came from The Spice Girls a huge girl band. From this she has developed a lot of more successful business including her own fashion range. She is a very sophisticated women in the industry, she has never really had much controversy surrounding her family. We can also relate the fact that Armani have chosen parents to represent them which shows how they know they are loyal and its obviously good branding having strong figures with a family.

This picture is very relaxed which lets me know that the connotation of it is realism as it looks very casual shown by the ruffled, messed up sheets. We are getting a clear insight of what the celebrity life is like. This is a clear composition which lets us see the clear context of the photo which is obviously quite lustful and romantic.

I can see that Victoria is sort of guarding David as her arms are widely spaced apart in front of him which gives the impression she is in charge and has most of the power. This leads onto the fact that Victoria is in the foreground which is the point of interest however, David is in the background and still also the focus of the shot. The casualness sort of contrasts against this as its an expensive brand and it shows they are wealthy.

As an audience we can see the camera is not directly in front of the couple it is sort of placed on an angle and gives a sense of mystery about them. The two are not looking into the camera lens this makes the consumers of the advert this makes the consumers of the advert notice the image is candid.

Having the photo in black and white gives a level of sophistication; it allows the underwear which is being advertised to be the main focus of the shot. If it was in colour we could be able to see skin colour and eye colour etc. Which would take focus off the products. Using black and white has also allowed them to make David's back look dull creating shadow which also puts all focus on his underwear. The shade line across Victoria's stomach is almost creating the illusion of a smaller waist.

Using light and shade has not just put the products in focus but also their faces. It has added more seriousness to the picture. The shading has also added mood and to the shot as it makes it look slightly eerie. The use of sharp lines around the underwear really shows off how they look. Overall, I think Armani may have done this to show that even though, they are advertising one of the worlds most famous icons, the underwear is the mean focus.