ARMANI LANGUAGE QUESTION

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HOW DOES ARMANI USE LANGUAGE TO CONVEY MESSAGES TO IT'S AUDIENCE?

 Armani has used codes and conventions of male ideologies within this print text in order to appeal to the male gaze of their heterosexual male ABC1 audience.

 The main image in the text indicates a focus on a male protagonist for the advertisement, targeted at the same target audience in order for them to feel a sense of identity to the product upon viewing. They can envision themselves as him because they are the same age and want to feel escapism, to be a part of the advertised world instead of their own. The attraction of his lifestyle is furthered by his eye-contact with the camera at eye level. His Bond-esque style creates an idealistic envision of what it is to be a man, and how they need that product to achieve that goal.

Furthermore, the background image and city skyline continue the secretive tones through the text, indicating the man's power and dominance as he looks over the city. This also enhances the brand identity of the campaign, the lights of the city reflecting on the sheen of the bottled product on the right hand side of the print text.

 The hegemonic representation of women within the text is furthered by the ironic misuse of star appeal of Megan Fox. this hegemony is first evident via her lack of identity caused by her turning away from the camera and the wig, hiding who she really is. This helps to infer how she is just like everybody else and reverts back to a normative state in the presence of any man. This creates escapism for the viewer, being able to envision themselves as the anonymous male in the advertisement, being of the same demographic as the audience.

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