Skyy Vodka

The advertisement for Skyy Vodka uses sex and class to sell its product. In the advertisement, a female is straddling a male sitting in a chair. The man has his glass raised and the female is holding a glass to pour for him. The atmosphere of the advertisement is classy and fancy.  The room appears as being very modern in a sky scraper with gleaming floors. The room overlooks the city and the sky scrapers are seen lit up through the all-glass wall. The chair the man is sitting on is a fancy chair that is depicted in the media as not being something the average man would own. Both the man and women are dressed in all black, which indicates the formality of the situation. The female is wearing studded shoes that appear as diamonds, which symbolizes wealth. These portrayals are insinuating that Skyy Vodka is for people of wealth and importance. Wealthy people are able to afford any drink, so the fact that they are choosing Skyy Vodka means that it must be good. It shows that even if you are not able to afford the things that the people in the advertisement have, you can still be perceived as wealthy if you drink Skyy Vodka. The advertisement also has a strong sexual undertone. The female is standing over the male in a sexual position. Her stance shows her dominance and confidence. The man’s face is not shown in the advertisement, just his legs being straddled by the female. This could be interpreted as him being submissive and the woman being the face of importance for the advertisement. Female dominance can be seen as sexually appealing to men, and they are often attracted to a woman “taking charge”. Her pouring the man the drink while he casually sits back in his chair reflects this. She is also wearing a revealing dress that emphasizes her sexual assets. Her facial expression towards the man is a look of desire. This advertisement is appealing to the heterosexual male. It is implying that drinking Skyy Vodka will make you sexually desirable to the opposite sex. Attractive females will want to have sexual relations with you solely because you drink Skyy Vodka. The advertisement does not consider homosexual men and exclusively dictates to the stereotypical desires of the heterosexual male.