Saturday, June 11, 2011
MY ANALYSIS ON SKYY VODKA AD
This ad is showing a picture of a beautiful woman, about pouring some drinks into a glass cup, held by a man. The ad uses the feminine characteristics of a woman to sell the product. Its main motive, I believe is to make the public aware of the fact that "sex" sells. On the other hand, the ad shows the superiority of masculinity to femininity. The ad is a clear indication of the sexuality of a woman. Its setting is rich and the atmosphere is one of romance. This ad defines the characteristics of a woman clearly. It is in accordance with some of the feminine characteristics talked about by Devor. The woman is dressed sexually in a way the opposite sex(male) finds attractive. Also, the body language and posture of the woman in the ad is clearly appealing. This supports the fact that the society has placed women in a way that femininity is expressed through their modes of movement, dress, speech, and action. All these define the dependency, weakness, availability for sexual service, and sensitivity of a woman to the welfare of others. Without a woman being involved in the ad, this sexual intention will not be achieved. It shows that a woman is meant to serve her opposite sex. Furthermore, the woman is dressed in a sexy black dress that reveals her feminine side: her long- lean legs, her lean arms and of-course her softness. The setting of both genders in the ad, that is, the man holding the glass cup and the woman holding the drink, shows that both genders needs each other in one way or the other. For the man to be able to enjoy the feeling derived from this drink, he needs the woman; who has the drink. This analysis is similar to the bottle of Skyy Vodka and glass cup placed on the table. The ad makes it clear here, that Skyy Vodka calls for a sexual atmosphere. The nice shape and color of the bottle can be compared to the appealing figure of the woman in the ad. This is why the man could not resist the drink from the ad. This, a lot of male will find interesting, and as such, they will be willing to purchase this product. So, this ad is set with the intention of using the attractive nature of a woman to sell the product.
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This is a good analysis overall. However, you didn’t lay an emphasis on the sexuality of the actors in this ad. The ad assumes that the viewer here is a heterosexual male who would be enticed by an attractive female. The ad could have used two homosexual males or two lesbians. Considering that homosexuality isn’t exactly a strongly accepted thing in the general society, it might give some negative impressions on the drink. For instance, heterosexual males might not want to buy the drink to avoid being seen gay by the people around them. Even homosexual men who have not fully accepted into the society might also not buy the drink to avoid putting a tab on themselves. Given the above reasons, one can assume that the ad uses the norms of the society to avoid creating a negative impression that would induce bad business.
ReplyDeleteAlso you didn’t mention anything about the race of the actors here; why the ad used a white male and a white female. The ad would still work if the actors here were Black or Hispanic or Asian. In the general society, white people are mainly seen as superior both socially and financially. There is a possibility that the producers of the ad probably reasoned that it would make more sense using white people than using minorities.
Also, you mentioned that the atmosphere in the ad was rich, however, you didn’t elaborate on the significance of that rich atmosphere. Looking at background in the ad, outside the window is a beautiful view showing sky scrapers with beautiful lights. This looks like some place that could be found in Manhattan. An apartment or hotel room with such a view cannot be afforded by everyone. It could be inferred that the ad assumes the viewers to be persons of higher class in the society.