SKYY Vodka Advertising
Women have become increasingly objectified in advertisements over the years. Alcohol advertisements especially objectify women by seeing them simply as objects. After analyzing four Skyy Vodka advertisements, I realized that they all dehumanize and objectify women. The discrimination of women is clearly shown in their advertisements by being sexualized objects. Women’s bodies are fragmented into parts, instead of being represented as human beings. It also shows how men use their money to degrade and control women. Male dominance is strongly emphasized in these advertisements by showing that women are subordinate to men. All four advertisements belittle women by showing male dominance. For example, one advertisement shows a man standing firmly over the women with his hands clenching the Skyy Vodka and two glasses. This suggests that she has no choice but to have a drink with him. The representation of the women lying down and the man standing over her implies that she is dependent on him and he is self-reliant. This is showing the viewer that it is acceptable for women to be subordinate to men. The pictures portray the woman in a bathing suit and a male in a work suit to identify the power men hold over women. It emphasizes that the duties of a male are to bring home the money and to work hard, while the female relaxes. This advertisement belittles the woman and shows how she is some sort of property to him. This is also shown in another advertisement where the male is laying on top of female drinking Skyy vodka as money surrounds them. This shows how women depend on a male, or should, to unwind and let men take care of them. It also indicates how men can use their money to control women. It constructs men as powerful or dominant and women as weak or submissive. Many advertisements create the allusion that purchasing the product will make one happy. In Skyy Vodka advertisements, linking the product being advertised to the good...
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