Upon the immediate examination of the advertisement one would draw the conclusion that life is more enticing when your drinking Skyy Vodka. However, with further analysis one begins to notice that the woman’s dress is practically coming undone while the man is raising his glass to say “I’m ready for more.” The first stereotype noticed is the woman being a waitress to the man, for two reasons. As already stated you see the man’s glass being raised, as he wants to be served by the woman. Furthermore, the man is sitting down while the woman is the one who approaches him. Traditional Roles are thus observed, however in this case sexuality is also highlighted. The woman is a scantily worn dress seems to be ready to engage in some kind of sexual activity as she looks attracted to the man. Thus a viewer, such as a man would want Skyy Vodka because they may believe women would want to serve and be with them. Feminine stereotypes are also apparent in this advertisement because of the woman’s suggestive pose and way she’s dressed. While lacking the purity of wearing white, pink, and light blues the woman instead wears black suggesting that she may not be as pure. The fact that she is also drinking supports this claim. Further analysis would reveal that her suggestive pose deems her desire to engage with the man. Her hair, makeup and jewelry suggest the typical feminine beliefs that women are dependent, weaker than men and commit to the man’s will or desire. She is almost like a trophy wife, something many men would want. A typical male would want to be in the man’s shoes or in this case seat. Having a beautiful woman towering over you, without having to get up or do work to attract them is very unusual. The brightest spot in the entire ad, is on the woman’s breast, highlighting her femininity. Her dark dress was probably also chosen because it greatly contrasts with her light skin, thus highlighting her thighs and legs. As you may notice she wears very high heels. High heels aren’t typically helpful in walking and are purely for show. She is dressed like a model, to highlight her beauty attributes as well as her feminine like status. Lastly, I think it’s important to highlight a very important feature which made the above statements true. The man is not shown, well except for his hand. This leads the viewer to leave how the man is actually dressed, if he’s dressed to imagination. If you examine the woman’s dress then you see its falling off of her body. Therefore, with the alcohol in both their hands, the man himself must also be in the process of losing some his clothing. Sexuality is the most highlighted feature in this advertisement and seems to be targeted to young males under thirty. The dark colors, beautiful yet hardly dressed woman and alcohol support the fact that this ad is for men.
I agree with a lot of the points you made. We have similar ideas about this blog. First off, I agree with the fact that the commercial is trying to sell sex. When you first look at the commercial, you notice the woman before anything else. Her legs are glimmering against the beautiful skyline. I believe that this ad is just trying to continue the relationship between sex and alcohol. A lot of times, people expect to get drunk, go to the club and find a mate and this a is just perpetuating the ideology. Furthermore, you were able to notice all the feminine stereotypes I did. The spotlight was placed on the woman's body, the woman was serving drinks to the man and finally, the woman seemed to be sexually attracted to the man. These are all ways of manipulating people into buying the liquor. Finally, the man not being shown was done strategically. Like you said, they are creating the illusion that he barely has to try to get the attention of the woman. He is sitting whilst the woman is standing over him, barely clothed. This creates the impression that every man should want this liquor since it leads to good nights. These stereotypes are all included in order to seemingly advertise to males more easily.
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