Analysis Of Skyy Vodka

Taste of Vodka

There is no denying that women are given high standards when it comes to their appearance. Advertisements make women look flawless and always perfectly groomed; no matter what she is captured doing in the advertisement. Skyy vodka, especially in their July 2010 Maxim magazine advertisement, is guilty of discriminating against woman. At a first glance upon this hypnotizing ad, the white, flawless, perfectly groomed female appears to be in a dress with a matching background. At a closer look, the girl with luscious locks of orange hair is simply lying naked in a bed, under what is safe to assume, her man or any man’s sheets. Male dominance in our society is still a major problem. Males either create or are exposed to advertisements

It is said that he “redefined” the industry by quadrupling the distillation and tripling the filtration process, which then made for a smoother and better taste (Skyy). Skyy is also known for being the vodka with the fewest impurities and having a smooth, clean taste that keeps consumers coming back for more (Skyy). By looking at Skyy’s advertisement for their company’s new “Skyy Fusion” product, the female in the ad has no impurities. Skyy Vodka is known for its pure taste and it goes perfectly with any cocktail or just straight-up (Skyy). Skyy Fusion is offered in a variety of flavors including “ginger” as shown on the glass bottle in the advertisement. Skyy Vodka’s ginger flavor is said to be, “Vodka that goes all natural with the tantalizing taste of real ginger” and is also introduced as the line that is ranked number one in taste (Skyy). The ginger fusion ad is implying that the female in the photo has no impurities and she tastes so good, you will want to keep going back for more. It’s also stated that not only is the vodka ranked number one in taste, but she tastes just as good as the vodka. This advertisement is manipulating the viewer to believe that they have the best vodka around and they use the ginger-haired female, who they have made perfect, sell their product in this

In using the sex sells aspect in Skyy’s campaign to sell their Skyy Fusion product, the woman is being exploited as an object. There is no doubt that men are still the dominant gender in our society today. Men would most likely never capture the sexy role she plays in this advertisement. The words, “Go Natural,” further show that women are viewed as objects. Those two words are also stating that it is natural for women to become promiscuous when they consume alcohol. She is a sexy, vulnerable, mature female, who is displayed naked in this advertisement. She’s clearly old enough to make her own decisions and the advertisement makes it seem like she is choosing to take part in risky behavior. By noting that, Skyy’s advertisement promotes the idea that all females are the same; if you give her a glass of vodka, she will end up in your bed. Most of the time, society overlooks personalities as well, which may be a link to why women are so insecure because today females have to depend more on their looks than personalities. Men are usually more self-confident than women and that might be because women are perceived by their looks and how good their body is. Anyone can see this woman is beautiful, skinny, and all around, flawless. You could pick up any advertisement, not just Skyy Fusion vodka’s, and realize this is how most women are who are pictured in advertisements. Society has allowed for