Armani Code

Armani Code is aimed at middle class (social grade A/B), elegant women that are aged between 21 - 35. There is no specific race targeted although the women in the campaign are white. These women would shop in stores such as Selfridges, House of Fraser, Zara and also some designer stores such as Gucci and Ralph Lauren - they would read magazines such as Elle and Vogue. The perfume is aimed at very successful and classy business women who probably dine in top rated restaurants. These women will either be single or in a relationship but not yet ready to commit as their job/work life is too important - they're career driven. Appearance is very important to these women as it is one of the ways they are able to maintain their status - they are health conscience and care about their figure. According to Maslow's hierarchy of needs, these women are aspirers (they're driven by others perceptions of them as they need status) and also because the man and woman are dressed very smartly (their costumes consists of a black tie & white shirt/black dress & high heels) they look like professional business people, therefore Armani Code can also be aimed at succeeders (their core need is control). By buying this perfume they expect to seek attention and also dominate because they own the latest products out in the market. These women would be placed in the demographic group of  'D.I.N.K.Y' - women with a high disposable income that do not have a great deal of free time due to heavy work commitments.

Megan Fox who is a well known actress that many people find attractive and sexy is used as a model in the advertising campaign. Her name is also written at the bottom of the campaign which tells us that it is important - the perfume is guaranteed to sell because her name is there (testimonial). This gives the advert an endorsement appeal. Megan Fox and the male model are seen standing in front of a overhead, establishing shot of the bright lights of a busy city. This has been used as the setting (mise-en-scene) because this is where these women work. The fore-ground of the print advert is close-up image of the perfume bottle and the name of the brand/logo 'Giorgio Armani'. The fact that the brand name has the largest font and it is written in serif, tells us that Armani is a sophisticated, respected and successful brand so people will buy the perfume just because it's Armani - this gives the advert brand appeal. Megan Fox is wearing dark red lipstick - red connotes desire, passion, strength and power, however because it is a dark colour it ties in with the night life. The majority of the colours used are dark and this also links to the idea that the perfume has a sense of secrecy. The denotations of the campaign is that the model is wearing a revealing black dress. The colour black has many connotations; it represents sophistication, professionalism and it also adds a sense of mystery. The tag line/slogan that reads 'the secret code of women' suggests that buying the product will allow you to discover the secret that only those that buy the perfume will know. This is known as the glittering generalities technique as it is using appealing words to sell the product. The revealing clothing also makes it more sexual and this will persuade people to buy the perfume as it gives the idea that wearing the perfume will help to attract the opposite/same gender - this means the advert has a romance/sex appeal.

In the print adverts we can see an eye-level, mid-shot/full-shot of the female models backs. Although their bodies are facing the male models, they are both looking at the camera and using direct mode of address to draw in the audience. Megan Fox has an emotionless facial expression and her arms are down by her sides, this shows us she is relaxed and in control because the man is holding her arm and trying to get close to her but she shows she doesn't care by not giving him any attention - she is in charge. The male model seems to have women all over him in the other advert yet he is only interested in the only woman that isn't throwing herself at him, this gives the idea that buying the perfume will make you a strong, confident and independent woman. Although the women are wearing revealing clothing and attracting attention from the opposite sex, they are doing it in a sensible way as they are not shown in vulnerable or seductive positions - their body language shows us that they have the power. According to Goffmans theory, women are portrayed in the media in a negative way - they're shown as inferior. However, this advert does not follow this idea. Women are being represented in a positive light; they are not being objectified. However, men are shown as weak and powerless as the male model is not getting the attention he expected and this is evident through his facial expressions. He shows us that he is seduced and is struggling to keep himself together because he is so drawn in by the scent of the perfume. In a sense, it's as if the perfume is his kryptonite.

The actual perfume itself is in an hour-glassed shaped bottle which is reflective of the models hour-glass figure. The majority of the bottle is blue - blue connotes intelligence and confidence, it is often associated with cleanliness and calmness - there is also a floral patterned design on the side of the bottle, this may symbolise/reflect the tattoo that Megan Fox has on the side of her back. By adding the floral pattern it gives a feminine touch to the perfume. It's as if the bottle has been designed to look like the women that would buy it. The pattern on the bottle attracts your attention, this is also why the model in the campaign is wearing a glittery dress - she wants to be the centre of attention.

The soundtrack to the advertisement is very unusual and suspenseful. We start off seeing a long shot of the room Megan Fox is in, this is followed by an upwards tilt shot of her glamorous & glittery dress (wealth) and also to show power. The camera pans across the white room showing the male model. There are various close-ups of the male model - we can see his seductive facial expressions. We then see an extreme close-up of Megan Fox's blue eyes - the significance of this is to show that her eyes are the same colour as the bottle. Close-ups are used multiple times during this advert, there are hardly any full body shots or establishing shots showing the setting - this connotes that the advert doesn't want to give anything away, it keeps things contained and concealed like a secret. Many mirroring effects are made by using the glass windows, this is to show that appearance is important to these women and possibly to symbolise that the perfume is reflective of the women that wear it. The room that the man is walking through has very bright/white lighting whereas the lighting of the other room is dark. This gives the idea that the man has been drawn in by the woman and the perfume, he has 'come over to the dark side'. this connotes that the perfume will introduce you to new, exciting and thrilling things. There are hardly any props used which shows the simplicity of the advert. At the end, a pack shot is shown of the product with a voice over of a woman saying the name of the perfume and the name of the brand. This is extremely effective because no other voices/dialogue was used during the advert and the spotlight also puts our attention and focus on the actual perfume which makes the information given to the audience at the end, memorable and relevant.