Advert Analysis: Intimately Beckham

Codes and conventions:

The two models are close to each other and positioned with the woman leaning against the man. Both are wearing black which makes their skin stand out against the black background. The perfume bottles are in the foreground at the bottom of the advert but are not a part of the scene with the two models, they have been superimposed on. The slogan “Intimately Beckham” is a similar colour to the models skin tone so it stands out against the background. The word “Night” is made up of small dots of white which are similar to the lights sometimes used in Hollywood signs. The camera angle is face on to the models and only shows their head and shoulders, the light is also being shined on them which makes their skin glow and makes them look surreal.

The image is culturally specific to England because the models are British icons and well known in England. The models are famous and this helps promote the perfume because it makes people feel good if they use a perfume that a famous person used or made. It also implies that using the perfume might put the consumer in the same situation as the Beckhams, is represents and appealing lifestyle. The genre is intimacy and erotica as the two models are very close and the models have their arms around each other’s necks which would mean that they have a lot of trust in each other. The Beckhams also use the perfume advert in a second way and that is to advertise themselves and bring attention to the fact that the perfume is theirs which will get them more money and attention.

Representation:

The world represented is exciting because the models are rich and famous, but the advert also represents love and relationships. The female model is being represented as a sex object and submissive to the male model. This is shown through the female facing more towards the male than the camera while he is looking directly at the camera. The male has his arm around the female’s neck and is gripping her arm which is a show of dominance. The female has he left hand holding the males arm and it shows her wedding ring and this implies that she belongs to him, while his wedding ring is hidden. The advert reinforced traditional attitudes towards marriage because the female is submissive and the male is dominant.

Audience:

The advert is from the magazine FHM, which is targeted at a male audience; this means the advert is too. There is a perfume for women advertised along with the men’s perfume which implies that the advert is aimed at married men or couples. The target audience is most likely C1 and B class, although it may also be appealing to low A class. The advert appeals to the audience because is shows a desirable lifestyle and a glamour that many people strive for.

Evaluation:

Overall I think that the advert is very well done for its target audience, it shows C1 and B class males an ideal lifestyle with a beautiful girlfriend or wife and lots of fame which many men aspire to. The advert implies that using the perfume made and publicized by a British iconic couple could give the consumer the same. Although this probably wouldn’t happen the idealism is there. The perfume is endorsed by the Beckhams which makes the perfume seem more exclusive and this would encourage the consumer to by the product. The dark colour of the perfume bottles adds mystery and, added with the couple, is looks seductive.