Beckams' 'emporio armani' advert analysis by daniel eve/ st john eve

The 'Emporio Armani' advert revolving around the Beckham couple gives the consumer a strong image of brand power and recognisably. The first thing to take into account is the brand; 'emporio armani' is  a high end fashion label targeted at the upper class. Meanwhile the Beckhams are an extremely famous couple; with David Beckham being a very successful footballer and Victoria Beckham being a famous pop star (spice girls), and together they form their own brand image as they are very recognisable as a successful couple worldwide. Combined it creates the effect of exclusivity, as it is a high end brand worn by a mega rich and famous couple. The Beckhams reputation also speaks volumes of the products' quality to the consumer, as the ad makes it appear that this is their standard casual wear and if it's good enough for them, it's good enough for the consumer. This is the particular reason why the Beckhams in particular were used in this advert, because their likeness boosts the consumer's confidence in the product more than if it was just two models posing.

Speaking of their poses, they are very candid; meaning they look natural and/or informal. This makes the product look better as it appears more comfortable and by making it look more relaxed it gives the advertisement a bit of subtlety in its promotion; allowing its product promotion to sneak into the audience's sub-conscience much more easily, as it doesn't appear blatant.

The ad creators have opted for a black and white filter to impose the illusion of professionalism, which in turn gives the audience a higher opinion of the product because of its artistic presentation; and therefore allows a premium price point to be justified much easily.

In addition to the black and white filter, the lighting is skewed in order to emphasise the clothing on Victoria's chest and David's backside. This is to draw the consumer's attention to those areas as that is where the products they are selling are worn. Furthermore the inherit sex appeal of the Beckham's is utilised by the creators to draw attention to the clothing.

The candid posing is not the only thing to take into account when it comes to their positioning. It can be interpreted into key ways that generally benefit the business; Victoria being viewed as dominant  as she is in front of David or David being viewed as dominant as he is on the bed while Victoria is on the ground. Both benefit the company because in both angles you can address the desire for male/female dominance in the audience's sub conscience.

'Emporio Armani' is printed on the bottom- right corner of the picture, this combined with the minimal amount of text helps ensure that when the consumer thinks of this ad, and to some extent the Beckhams, they will think of the brand which is undoubtedly positive for the brand and the business as a whole.

Overall, the ad's use of mind tricks and psychology within the clever lighting, celebrity association and positioning combine to create an effective piece of promotion.