The Beckhams

Advert mentioned

The Armani poster of the Beckham's shows us that the brand is  sophisticated and elite. This is shown by the use of one of the most famous couples in the world and a household name. David and Victoria are both models and therefore add a sense of sex appeal to the advert. As the two models are both idolized characters they add aspiration to those seeing the advertisement. It makes the viewers want to aspire to be like them and to do so they must wear the same things as them. Also, as David Beckham has done several Armani advertisements, the viewer can create a link between the two and creating association. Also, the use of light and shade in order to create a sense of mystery adds to the feeling of sophistication. This in turn highlights that this is an elite product and that having this product means you are a part of a small group of people that can live as extravagantly as the Beckham's. The body language of the models shows David glaring at Victoria, indicating a sense of lust and want. This is due to the beauty which has a positive effect on the product as it is associated with sex appeal.

The composition of the photo, is arranged as if it is a very personal picture and only shows them and has very limited background which creates the idea that the image is real. This is supported by them not looking at the camera but looking away from it, making the image look candid and more realistic. The lighting also is used to highlight specific parts of the models bodies, for David, the light rests on his face, upper body and backside. Where as for Victoria it focuses on her face and chest. This is to highlight specific parts of the body that are seen as attractive in order to enhance the sex appeal to the image.

Also, the body language of Victoria shows her open arms, showing comfort but also as if she is defending David, which shows their status as a "power couple" and their relationship.