Giorgio Armani perfume advert

The most striking of my three adverts has to be the "Armani Code" perfume by Giorgio Armani. The woman, in a very revealing, glamorous, black dress is the main focus point. Then comes the handsome, typical dark-haired-man who is obviously attracted to her, possibly due to the fact that she is apparently wearing the perfume. She is about to enter what looks like a club or party in which she is going to steal the spotlight and get attention.
(http://www.perfumewave.com/images/armani%20women_225x296_AD.jpg)

As her skin is lit up against the dark, gloomy background, where there is also quite ghostly figures, she stands out and all the attention goes on her. Her eyes are looking directly into the camera, as though she is looking at the audience. Her glance suggests that she knows she is sexy and feels very confident within herself. The woman looks very elegant and seductive; acting as an irresistible female, for men. The perfume is specifically for women and the advert could be suggesting that the other women can be like her, sexy and desirable. She appears in such a manner due to the fact that she is the main focus in the frame.

If looking at thirds, you notice how the advertiser has made up the advert, creating things to be more emphasised than others. For instance, the middle top grid, is the woman's face. This suggests that she is one of the main focuses. Another example, is the middle grid where the woman's body is slightly more to the right side, showing her naked back. A diagonal line is created as her left arm goes across the centre of the advert, perched on the brand's symbol. The invisible line made my attention follow her arm, down to the symbol, so it also makes it more noticeable. Another thing that has just come to my attention, is the fact that the symbol and her skin colour are quite similar, so this would make it more distinctive.

Grid:

1) Left hand corner - man's face
2) Middle top - her face
3) her hand is top right- gentle
4) His suit- sexiness
5) Her long toned arm - diagonal
6) Other arm - bent
7) Icon, brands symbol
8) Writing - all in middle bottom.
9) Perfume

Her tanned, toned skin, her bright blue eyes, sleek neat hair, no accessories (jewellery) making the phrase "less is more" seem true. The bareness of her skin and body adds to the sexual atmosphere. The way she is standing, she looks very open to the man, looking possibly vulnerable but her stern, straight face implies that she knows what she is doing. For instance, it seems she knows she has caught his eye and is drawn to her. Her hands are softly perched on the icon for Giorgio Armani and the door. The symbol is gold which gives the impression that the design is precious and expensive.
The camera shot is a mid shot as it shows her upper torso, head and some of the background. In the background, the 'background' people seem as though they are unimportant and just floating about. We think this due to the gloomy effect of lighting. The lighting is mainly on the female and reflecting off the man's face and suit. A suit can denote manliness, importance, smartness and sexiness. He has a loose shirt with a tie, which perhaps connotes sexiness. If a man undoes some buttons, it can suggest that he is feeling under pressure, hot or showing his body (chest etc).
The perfume itself is pretty and attractive, a bottle with different shades of blue. The different shades of blue could suggest how a woman can have different sides. Blue can be interpreted as a calm, pure colour (like water), but as it is dark nearer the top of the bottle, it could be suggesting how women are sexy and dark at times. The dark- detailed floral pattern makes it feminine. The shape of it too, is similar to how a woman has curves and a thin waist, so it could be a representation of a women's body.
The lighter shade of blue is used for one of the words on the anchorage, 'Armani'. The same similar colour is found as the women's eyes. An interpretation of the colouring could be that it is saying the link between her eyes and perfume and by wearing it, 'you will look (eyes) like me (the woman)'. The font and use of white makes the design name and label stand out. The white against the black dress and background show a contrast and could be linked with the clarity a female and her darker, sexier side. The font is close to 'Times New Roman' which is simple and usually used for important, formal reasons. The used of the font makes the advert look as if it is making a professional and sophisticated approach. I noticed that the perfume design name is in upper case whilst the name and label is in lower case. This shows the importance of the company and the less relevance of the name. On the other hand, it could be separating the names of the firm and the perfume because 'Code' is possibly larger in size than 'Armani'. The purpose the light colours against a very dark photograph is to emphasise the contrast and make the figures, perfume and writing more noticeable.