Emporio Armani Advert

The advert features David and Victoria Beckham modelling Emporio Armani underwear. It seems that the company chose David and Victoria Beckham to promote the products as they are individually powerful and even more so together. The couple are a household name, David is arguably the most iconic footballer to date and Victoria is an extremely famous pop star, the two together are one of the most famous couples of our time. Additionally, as the couple are a global phenomenon, the same advert is able to be used all around the world due to their different backgrounds. By choosing the Beckham's to model for the advert places the brand on their level of fame, creating the sense that the brand are a luxury and just as elite as the couple. It also provides the consumer with trust for the brand, having such an iconic duo as the face of the brand means that the audience are likely to believe the product is of high quality. The cameo appearance of the pair has linked them to the brand and thanks to their popularity, will keep sales increased.

The fact that the advert is a candid shot generates the sense of realism and gives the audience an insight into the celebrity lifestyle. Expanding on this idea, the two aren't looking at the camera and have serious looks on their faces which could mean that they are not focused on vanity and it reflects the same idea on to the products, indicating that the brand is serious and the products are both fashionable and comfortable. Additionally, the bed sheets are ruffled, this adds to the previously mentioned sense of realism, causing the consumers to feel as though the lifestyle of a celebrity is just as relaxed as theirs and they are able to achieve a similar lifestyle to the pair.

Furthermore, the photo features light and shade which improves the quality of the image, as it puts both the products and the models in focus which draws the consumers attention to the product and the icons who are promoting it. The shade also assists in enhancing the models bodies, again drawing attention to the products, whilst improving the overall look of the models in a natural way.

The colour of the image being black and white adds an element of class and sophistication, possibly because the audience has grew accustomed to high end fashion adverts being published in black and white. Therefore, an ideology of black and white resembling wealth and exclusivity is created and the organisation are clearly feeding from this to sell the products.

The position of the couple gives the audience an insight into their relationship, they are sitting separately but are still connected, representing their love and a sense of intimacy. They also seem relaxed and comfortable which also has an affect on the consumers view of the products (that they are comfortable as well as stylish). The fact that Victoria is sitting with her arms open indicates to the consumer that she is proud of her body, which could have a rippling affect on the potential customer, providing them with the thought process of them being just as happy with their body as the couple seem to be if they are wearing the product. In addition, the ideology of parents or men and women in a similar age range are able to look like the pair could increase the companies popularity due to the consumers aspiration to look like either David or Victoria.