Skyy Vodka Advertisement Analysis

In the documentary Killing Us Softly 4: Advertising’s Image of Women by Jean Kilbourne, she talks about how women are depicted in advertisement. The average American will spend 2 years of their life just watching advertisement, and most of these people will make the claim that the ads were not effective to them. Jean Kilbourne stresses that the advertisement companies make their ads quick and cumulative so that they almost seem forgettable. However, the advertisements will still resonate in your mind unconsciously. Kilbourne argues that the objectification of women in the advertisement industry: negatively affects the mental health of women with the societal need to be perfect, encourages the eroticism of violence, and tells women they need

In both the advertisements, there are two models, a man and a woman (Megan Fox). The models are both dressed up in formal attire with the man in a black tuxedo and the woman in a sexy black dress with a revealing back. Both of the ads include the models’ bodies facing each other at an intimate distance. This image displays a certain sex appeal which helps to connect the fragrance, “Armani Code,” to the idea of sexiness. The women’s fragrance ad shows the woman staring confidently at camera as a man is gazing towards her body touching her arm. This depicts the woman being desired. The men’s fragrance does the same with the man staring at the camera and the woman being entranced by the man. The two advertisements are marketed towards different sexes and use the main figure as the sexual object to be

They try to play sexual emotions in advertisement. They show an attractive woman and a bottle of beer. They try and make it seem that if you drink their product that you can get this type woman. Also they try and use the emotions of the females talking about how a decent looking woman can become very attractive It also seems to draw onto girls that have a lower self esteem. Showing that you will become a much happier person if you are good looking and dressed very sexually, than if you are not the best of looking person.

In the end, both men and women will try to obtain these things, and buy stuff in the advertisement that fulfill their fantasies. The advertisement wants to make the audience start to spend their money to obtain these pleasure as what the advertisement say or show, and without realizing it, the consumers will spend plenty amount of money for stuffs on advertisement which they do not really need. As a accounting major, this is a efficient way to make money since majority of the society sees advertisement

The two ads have a very different interesting factor of using women to sell their product by creating a psychological aspect to costumers so it will enhance their product of getting sold. Before advertisement became to effect tremendously in the American culture in 1920’s, Americans were going through ambivalence when they were categorized in functional groups such as the old middle class and the new middle class. The old middle class believed that hard work is good for the body and mind because Americans were working longer hours for less money compared to the new middle class that have great opportunities to work new jobs and have satisfaction doing the job while being paid well. Since America has changed to a new middle-class evolution, the economy and social status has shifted tremendously by creating new job opportunities

Gender role bias in advertisements has been so prevalent for so long that the untrained eye wouldn't even discern it. All the same, these biases, for the most part, put women in subordinate positions and men in dominant ones. This assumption on both the genders is unfair and demeaning. These ads portray women as subservient and play toys for men. Not only do the models depict an image nowhere near close to reality, but their bodies are scantily clad and what few clothes they are wearing are very revealing.

The settings of the advertisement, which are a business building, a restaurant, and a street, clearly represent the three different classes of the upper- class, the middle-class and the lower-class. Additionally, women's different types of clothing also represent the different classes. The girl in the business office has worn a well-groomed suit, which suggests that she belongs to the upper-class. Women in the street have worn jeans, which suggests that they belong to the lower-class. The advertainment also sells some messages to the dominant elite with the product. The first message being communicated is that women are products that are meant to be consumed and when a product is bought, women come with the product. The main character in the advertisement has worn a jean and has opened its buttons, which suggests that he is a lower-class person. After he chews the Clorets gum, which is a high-end product, he is considered an upper- class person who attracts all the girls wherever he goes. Women are attracted to him just because of the fresh air created by the gum and before consumption, he could not attract women. Therefore, it is the gum that attracts women, not the guy. The second message of the dominant elite that is communicated to the audience is that women should sell their body to the men. All women in the commercial try different sexy poses in front of the man in the advertisement to attract him. The woman in the

Upon a quick glance, the advertisement published in 2015 by Borgata Hotel Casino and Spa appears to be abundant in color, joyful and fairytale-like; at least when I first saw it a year ago. However, after reading about the different variations of objectification in advertisements I no longer see the ad as an innocent take on fairytales. Advertisements are meant to be geared to a public, or a specific public, in order to sell a product. Still, some ads showcase women as the product or at least a way to get people to purchase the product. Although any gender, culture, religion, or group can be victims of objectification in advertisements, women are mainly targeted.

We've all seen and read many advertisements and we usually find them appealing and very persuasive. However the question is, what are they really advertising? Women are usually used for many different advertisements, not only are they used for women's clothing but also for other materials and objects. These are the ads that we look at each and every day. In, “Killing Us Softly” by Jean Kilbourne, she introduces her problem with how women are being used to advertise products. She shows us ads that she has seen where women are being used to advertise a company’s product. While our women are being used, dehumanized, and sexualized in our society, we’re going on with our life like it’s normal.

The most conspicuous part of the advertisement is the image of the woman in front of a black background so that only her face is visible. This in itself is important because it is automatically making her face the focus of the advertisement and not her body. Unlike most advertisements in which a woman’s body is exploited to sell products to men, the UN Women advertisement draws attention to her eyes, therefore making her your equal, since you have to make eye contact with her instead of looking anywhere else on her body. She is completely expressionless, looking at the viewer with a blank stare, a totally blank slate onto which viewer’s reflect their own views. Even more important, the woman pictured is a Muslim woman, as displayed by her hijab. The hijab is widely seen in western society as a form of oppression by men, to make women subservient to them, and by juxtaposing an ad for equality with the

It is also noticeable, that in a lot of ads women appear dominant and aggressive. They make the first move and men apparently play victims, or a "sex object", as Kilbourne noticed. Advertisements for the body spray for men, Tag, say, "WARNING, the makers of Tag Body Spray will not be held liable should your attraction to your Tag – wearing boyfriend cause you to engage in behavior that grandma may consider ‘unladylike'"; the picture is as impressive as the warning. The first thought that popped in my mind was "would only the grandma consider such behavior unladylike?" I do not think so. The second one was about the actual capability of a man to attract a woman. The real picture occurs if we reverse the subject and the object. Imagine a man on top of a woman, as it is shown in the ad, the result will be terrifying – it would look like a rape. Kilbourne says, "Although these ads are often funny, it is never a good thing for human to be objectified. However, there is a world difference between the objectification of men and that of women. The most important difference is that there is no danger for most men, whereas objectified women are always at risk," pointing out a very interesting fact: nobody would take seriously an ad where a woman abuses a man., but if reversed, it would be very realistic and true (464). Men are never concerned about daily protection,

The Tiger Beer advertisement shown in the appendix is a clear example of the objectification of women in advertising. The Tiger Beer advert was made to appeal to men from the age of 20 to 60. The advert seeks to get a cheap laugh from the target audience with the image of the woman in a sexual pose and the picture of the beer. The ad promotes the idea that beer is the most

     The appearance of these models is the primary concern of the ads and entails many different elements. Every model portrays a different characteristic through the pose they are in and the clothes that they wear. One ad depicts a sexy young woman who shows confidence by extending her arms out and exposing her flat stomach. Her hips are thrust to the left side, her long beautiful hair is gently blown back, and her facial expression and eye contact hint at sexual desire or acceptance of the viewer. Another female model also has her hips out to the left, but her hands express a different idea. While one hand is used to play with her hair, the other is up to her face with her pointer finger right below her bottom lip. Her hair partly covers her eyes and with her head slightly down, she comes off as shy but confidant. The confidence comes from her exposed stomach and direct eye contact that she makes with the viewer. These two women are somewhat opposite in how they come off which shows that Calvin Klein is trying to appeal to what different guys look for and appreciate in a woman.

The man is fully clothed in a suit, which represents power and formality. It is extremely suggestive as it looks like he came to this position without the woman’s knowledge or consent since her sunglasses are pushed up for her to see. He is in a dominating position where she has to look up at him and the man’s face isn’t shown in the ad, which shows that he is confident. The ad is suggesting that if you have Sky Vodka, you can look glamourous and wealthy as well. The men are always given more power and a higher status than the women (Appendix A). The second image reveals how femininity is portrayed. In the ad for Dolce and Gabbana’s Monico Lipstick, notice the lightness of the woman’s hand touching her face, the touching of one’s face, especially the finger-to-mouth pose is reminiscent of a child. She is also dressed seductively with a come-hither look on her face that is bold and suggestive (Appendix A).

The advertisement speaks to the reader in a soft, familiar, enticing language as though she (and it is a female) is alone in the room with you. Although the advertisement mentions as an aside that the product is also patented for men, we receive the strong impression that it is the female who has been targeted as prospective market. This is due to the picture used, as well as colors, words, and situation. The colors are mostly lilac consisting of soothing pink, cream and purple all feminine associated colors. The picture is of a seductive woman, vibrant with health, hair falling into eye, bra straps peeking out, who smiles flashing her pearl teach at you, appearing the picture of health.