Armani Analysis

Anna O’Brien 

Emporio Armani Underwear Advertisement. 

  

At first sight of this advertisement, i am first drawn to the relaxed and casual body language of David and Victoria Beckham. This gives me the impression that Emporio Armani are selling easy to wear, comfortable yet stylish underwear. Leading on from this it also gives people aspirations to be like them, to want to buy the underwear so they can feel good about themselves because they can look like one of the most famous couples to ever exist. Also the use of an attractive and successful male model representing the company makes women compelled to buy their products due to the lustful attraction to him. However along with this, we could also mention the point that its almost Armani sub-missing to what the public is demanding, and what society is mainly after, is sex appeal.  

The actors used in the picture are specifically chosen for this; David is predominantly famous for being one of the most recognizable footballers ever plus his derriere, and Victoria is known for being Posh Spice who inspired many girls to replicate her ‘look’ so to say, in order to be noticed in society back then. In the frame David and Victoria are making us think as if something ‘raunchy’ has just happened as it’s a candid photo and is meant to seem as though they were in their natural form. As well as this it insinuates that it is good enough for celebrities as famous as ‘Posh and Becks’ therefore it must be good enough for somebody lower in the social hierarchy. It also gives me a sense that Armani are saying ‘These are the most famous and wealthy people ever and we are the most famous and wealthy brand ever’, pushing forward the glimpse of a life most people would like to live. 

The stance Victoria is in makes me think that she is guarding David, warning people that he is hers and people shouldn’t get in the way of her. Also Victoria is leaning back with her arms open, rather than closed, this shows that she is an open person and is confident enough to show off her body, whereas David is emitting a calm but dominant aura. Looking at them both as a whole, although they’re not sitting together, their arms are touching slightly, showing that they’re still individuals in themselves, but they’re more powerful together because they are both the image of wealth and success.  

 The colour of the image has some significance too. When looking at a black and white image it appeals to the eye as more artistic because we are used to seeing it used in high fashion ads such as this one to make it look more serious, sophisticated and even more classy. Likewise, the style of the whole photo and also the denotation is candid, and the connotation is Armani allowing us insight into the realism of a famous lifestyle, proving that it is casual as well as the glitz and glamour. 

  

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