Skyy Vodka And Campari Advertising
Fabiola Gil
Professor LeBlanc
EN 102
April 19th, 2013
Advertisers Know Exactly What Consumers Like
In all over the world, advertisers always try takes an interesting role in people’s lives. Consumers believe that by buying the product that has been advertised, they can identify themselves with it. That is where stereotypes take role, when people consume something to make people believe that they are better than others are; in this case, the power that women show in ads seems to be stronger than men. In the two advertisement images I chose, the advertising company that in this case is Skyy Vodka and Campari make assumptions of the kind of power a women is allowed to have in our society, especially over men. The manipulation of the light …show more content…
choices, the models` face expressions, and body postures in these images is letting the viewers know that women who consume these beverages will have the same effect over men.
The two images I chose are about alcohol beverages advertisement. The first image is an advertisement for Skyy Vodka. The ad consists of three males and a white raise woman. The background in the image is a tall wide green bush; by the bush, it makes it easier for the viewers to tell that the image was taken outdoors. Two of the muscular male models are standing behind the white, skinny girl holding an orange umbrella. Both men are wearing unbutton shirts allowing their naked chest to show. The umbrellas are covering half of the two males’ faces, which only allow the viewer to see from their noses down. A beautiful white skinny woman is standing in front of the two men, which makes men seem less important since the women stands out the most. The woman with blond hair and slim body is wearing a long white spaghetti dress. The woman is also wearing a dress that allows part of her breast to show. The women is holding an orange flower in one hand and in the other, she is holding a martini drink with a Skyy Vodka bottle next to her sitting on tray that seems like one of the male is holding. The light usage in this image takes away focus from the men standing behind the woman. The two men do not catch the viewers` eyes because of the dark light usage that suggests that the men in this image are not as important as the woman who has all the light and catches everybody’s attention. The white bright light is focusing on the women as well as the Skyy bottle, making them both the center of attention. Consumers buy the Skyy Vodka bottle with the purpose of trying to be as powerful as how the model woman looks in the image. In the Skyy Vodka ad image, the male’s faces only shows half way, only allowing to show their mouth, which is closed, but make them look as if they were speechless and hypnotized by the beauty of the woman standing in front of them. The woman has her mouth a little open; this face expression gives her a sexy look, making her look seductive and attractive. “Beyond tallies of sexual content in promos, one content analysis recorded sex-role portrayals in promos for prime-time programs, finding that females were more likely than males to be portrayed in provocative attire (Easton, 1997).” John Davies said. This shows how the sexuality of women in advertisement is more popular than men because women are known for their curves.
Not only in the ad images for Skyy Vodka show that women is used as a sex-subject appeal, but also in the article “The use of female sexuality in Australian alcohol advertising: public policy implications of young adults’ reactions to stereotypes” the author said “(9% of males vs. 21% of
Females) were classed as somewhat or definitely a sex object, defined as “whether the role of the model is that of a two-dimensional character whose demeanor embodies primarily a sexual enticement (Lin, 1998, p. 468).” This tells us that women are often used as a sex symbol to appeal most of the consumers in which the majority will be men. This is exactly what the Vodka product is doing by using the white skinny and delicate skin woman using all the light of the picture and leaving the two men left out. The author also advices us that women sexuality does not necessary mean being nude. As we see in the image, the girl is not naked nor the two men.
The second ad is an image of a Campari advertisement, also an alcohol beverage.
This second image has three males inside a cage and one female on top of the cage in the middle of the ocean. The males are wearing white pants with no shirts. The cage is a silver color with white diamonds around the metal bars and one of the men inside the cage is holding a bottle of Campari. The background is the water of the ocean and the moon in noticeable in the background. The woman is sitting on top of the cage with her legs crossed, she has on a silver hat with a red feather, a white short dress that has kind of wings that blows with the wind and black boots that come up to her knees. She is holding a cup of glass with Campari alcohol in one hand. With the other arm laid on the cage and the other holding the cup up, as if she was cheering for …show more content…
something.
This Campari image also uses light manipulation in their ad. This image uses a darker color on the sky and the men allowing the men to be less visible. While one of the men is holding the Campari bottle as it seems as if he is trying to reach the woman’s cup to fill it, the bottle of Campari glows. That allows the viewers to pay more attention to the bottle and the woman and make the connections in between them. Bright light was also placed on the moon, suggesting that the bright moon is the one giving glow model and the campari. In this Campari image, all the men are paying attention to the woman; their eyes are looking straight at her with a face expression of admiration. It is important to notice that one of the men has his mouth open while looking at her, suggesting that he is in shock with the woman’s beauty. Even if the men are in a cage, they have an intense seductive look in their faces, which suggest that they are appealing to her. In this image, the woman is looking straightforward at her drink without noticing the men behind her; this advises that the woman is not interested in the men. She is smiling with her mouth open, makes viewers see that she is enjoying her drink and also that she is aware of the effect she is provoking on the men behind her. She also looks happy that she is getting the attention of all of the men and since she is on top of the cage, the image suggests that she likes the power she has on the three men.
In the article, “Gender Differences in Responses to Emotional Advertising: A Social Desirability Perspective” advises us how women gets more sentimental when it comes to advertising than men. It may be because women always tend to have low self-esteem issues and tend to believe that by consuming a product that has being advertised, they could become like the models in the ads. Women seating on top of the men’s cage and standing out more than a man, creates a focus only on women and not on men and that is what the two ads were about. Therefore, advertising companies come up with the ads such as the Skyy Vodka and Campari alcohol beverages to suggest women will feel better than men by drinking their beverages.
In the other hand in the article written by Donna Rouner, “Adolescent Evaluation of Gender Role and Sexual Imagery in Television Advertisements” suggests that men also have power of advertising.
Although, men are mostly in outdoor recreation commercials, physical labor ads, etc. Women tend to advertise the most power tools, such as cologne, clothing, cars, undergarments, etc. Shows how powerful a woman could be in advertising because they are now considered a common stereotype in which appeals to be that women have the sexual power towards men. According to this article, female’s advertisements are proven more effective by women because they are curious about other women in the ads. “ Exposito, Herrera, Moya, and Glick (2010) found that benevolent sexist beliefs in women predicted an increased likelihood of aggression towards a women who transgresses her traditional role or incorporates new roles (in this case, a job promotion), this effect was partially mediated by the belief that the women have that men would feel threatened by this situation. As mentioned before, women had being more effective in advertisement than men and perhaps that is where all the negative reactions of men losing their power in the relationship
begins.
Overall, the two ads of alcohol beverages of Skyy Vodka and Campari have suggested the kind of power a women can have in our society. According to the articles mentioned, a woman does not necessarily have to be nude in order to feel superior over men and that is how gender stereotyping begins. The two images showed women being seductive but do not show a nude part shows how the models in ad make people see as if they consume their product they will be like them and to sell to the targeting gender in which in this case are men.
References:
Jones, Sandra C. and Amanda Reid. "The Use of Female Sexuality in Australian Alcohol Advertising: Public Policy Implications of Young Adults ' Reactions to Stereotypes." Journal of Public Affairs (14723891) 10.1/2 (2010): 19-35. Academic Search Complete. Web. 2 May 2013.
Fisher, Robert. “Gender Differences in Responses to Emotional Advertising; Social Desirability Perspective”. Journal of Consumer Research. Academic Search Complete. Mar2005, Vol. 31 Issue 4, p850-858. 9p. 3 Charts.
Rouner, Donna. “Adolescent Evaluation of Gender Role and Sexual Imagery in Television Advertisements.” Journal of Broadcasting & Electronic Media. Vol. 47 Issue 3, p435-454. 20p. Academic Search Complete. Sep2003.
Davies, John J. "TV Ratings and Verbal and Visual Sexual Content in Promotional Ads." Journal of Promotion Management 17.4 (2011): 378-395. Academic Search Complete. Web. 3 May 2013.
Herrera, M. Carmen, Francisca Expósito, and Miguel Moya. "Negative Reactions Of Men To The Loss Of Power In Gender Relations: Lilith Vs. Eve." European Journal Of Psychology Applied To Legal Context 4.1 (2012): 17-42. Academic Search Complete. Web. 3 May 2013.
Professor LeBlanc
EN 102
April 19th, 2013
Advertisers Know Exactly What Consumers Like
In all over the world, advertisers always try takes an interesting role in people’s lives. Consumers believe that by buying the product that has been advertised, they can identify themselves with it. That is where stereotypes take role, when people consume something to make people believe that they are better than others are; in this case, the power that women show in ads seems to be stronger than men. In the two advertisement images I chose, the advertising company that in this case is Skyy Vodka and Campari make assumptions of the kind of power a women is allowed to have in our society, especially over men. The manipulation of the light …show more content…
choices, the models` face expressions, and body postures in these images is letting the viewers know that women who consume these beverages will have the same effect over men.
The two images I chose are about alcohol beverages advertisement. The first image is an advertisement for Skyy Vodka. The ad consists of three males and a white raise woman. The background in the image is a tall wide green bush; by the bush, it makes it easier for the viewers to tell that the image was taken outdoors. Two of the muscular male models are standing behind the white, skinny girl holding an orange umbrella. Both men are wearing unbutton shirts allowing their naked chest to show. The umbrellas are covering half of the two males’ faces, which only allow the viewer to see from their noses down. A beautiful white skinny woman is standing in front of the two men, which makes men seem less important since the women stands out the most. The woman with blond hair and slim body is wearing a long white spaghetti dress. The woman is also wearing a dress that allows part of her breast to show. The women is holding an orange flower in one hand and in the other, she is holding a martini drink with a Skyy Vodka bottle next to her sitting on tray that seems like one of the male is holding. The light usage in this image takes away focus from the men standing behind the woman. The two men do not catch the viewers` eyes because of the dark light usage that suggests that the men in this image are not as important as the woman who has all the light and catches everybody’s attention. The white bright light is focusing on the women as well as the Skyy bottle, making them both the center of attention. Consumers buy the Skyy Vodka bottle with the purpose of trying to be as powerful as how the model woman looks in the image. In the Skyy Vodka ad image, the male’s faces only shows half way, only allowing to show their mouth, which is closed, but make them look as if they were speechless and hypnotized by the beauty of the woman standing in front of them. The woman has her mouth a little open; this face expression gives her a sexy look, making her look seductive and attractive. “Beyond tallies of sexual content in promos, one content analysis recorded sex-role portrayals in promos for prime-time programs, finding that females were more likely than males to be portrayed in provocative attire (Easton, 1997).” John Davies said. This shows how the sexuality of women in advertisement is more popular than men because women are known for their curves.
Not only in the ad images for Skyy Vodka show that women is used as a sex-subject appeal, but also in the article “The use of female sexuality in Australian alcohol advertising: public policy implications of young adults’ reactions to stereotypes” the author said “(9% of males vs. 21% of
Females) were classed as somewhat or definitely a sex object, defined as “whether the role of the model is that of a two-dimensional character whose demeanor embodies primarily a sexual enticement (Lin, 1998, p. 468).” This tells us that women are often used as a sex symbol to appeal most of the consumers in which the majority will be men. This is exactly what the Vodka product is doing by using the white skinny and delicate skin woman using all the light of the picture and leaving the two men left out. The author also advices us that women sexuality does not necessary mean being nude. As we see in the image, the girl is not naked nor the two men.
The second ad is an image of a Campari advertisement, also an alcohol beverage.
This second image has three males inside a cage and one female on top of the cage in the middle of the ocean. The males are wearing white pants with no shirts. The cage is a silver color with white diamonds around the metal bars and one of the men inside the cage is holding a bottle of Campari. The background is the water of the ocean and the moon in noticeable in the background. The woman is sitting on top of the cage with her legs crossed, she has on a silver hat with a red feather, a white short dress that has kind of wings that blows with the wind and black boots that come up to her knees. She is holding a cup of glass with Campari alcohol in one hand. With the other arm laid on the cage and the other holding the cup up, as if she was cheering for …show more content…
something.
This Campari image also uses light manipulation in their ad. This image uses a darker color on the sky and the men allowing the men to be less visible. While one of the men is holding the Campari bottle as it seems as if he is trying to reach the woman’s cup to fill it, the bottle of Campari glows. That allows the viewers to pay more attention to the bottle and the woman and make the connections in between them. Bright light was also placed on the moon, suggesting that the bright moon is the one giving glow model and the campari. In this Campari image, all the men are paying attention to the woman; their eyes are looking straight at her with a face expression of admiration. It is important to notice that one of the men has his mouth open while looking at her, suggesting that he is in shock with the woman’s beauty. Even if the men are in a cage, they have an intense seductive look in their faces, which suggest that they are appealing to her. In this image, the woman is looking straightforward at her drink without noticing the men behind her; this advises that the woman is not interested in the men. She is smiling with her mouth open, makes viewers see that she is enjoying her drink and also that she is aware of the effect she is provoking on the men behind her. She also looks happy that she is getting the attention of all of the men and since she is on top of the cage, the image suggests that she likes the power she has on the three men.
In the article, “Gender Differences in Responses to Emotional Advertising: A Social Desirability Perspective” advises us how women gets more sentimental when it comes to advertising than men. It may be because women always tend to have low self-esteem issues and tend to believe that by consuming a product that has being advertised, they could become like the models in the ads. Women seating on top of the men’s cage and standing out more than a man, creates a focus only on women and not on men and that is what the two ads were about. Therefore, advertising companies come up with the ads such as the Skyy Vodka and Campari alcohol beverages to suggest women will feel better than men by drinking their beverages.
In the other hand in the article written by Donna Rouner, “Adolescent Evaluation of Gender Role and Sexual Imagery in Television Advertisements” suggests that men also have power of advertising.
Although, men are mostly in outdoor recreation commercials, physical labor ads, etc. Women tend to advertise the most power tools, such as cologne, clothing, cars, undergarments, etc. Shows how powerful a woman could be in advertising because they are now considered a common stereotype in which appeals to be that women have the sexual power towards men. According to this article, female’s advertisements are proven more effective by women because they are curious about other women in the ads. “ Exposito, Herrera, Moya, and Glick (2010) found that benevolent sexist beliefs in women predicted an increased likelihood of aggression towards a women who transgresses her traditional role or incorporates new roles (in this case, a job promotion), this effect was partially mediated by the belief that the women have that men would feel threatened by this situation. As mentioned before, women had being more effective in advertisement than men and perhaps that is where all the negative reactions of men losing their power in the relationship
begins.
Overall, the two ads of alcohol beverages of Skyy Vodka and Campari have suggested the kind of power a women can have in our society. According to the articles mentioned, a woman does not necessarily have to be nude in order to feel superior over men and that is how gender stereotyping begins. The two images showed women being seductive but do not show a nude part shows how the models in ad make people see as if they consume their product they will be like them and to sell to the targeting gender in which in this case are men.
References:
Jones, Sandra C. and Amanda Reid. "The Use of Female Sexuality in Australian Alcohol Advertising: Public Policy Implications of Young Adults ' Reactions to Stereotypes." Journal of Public Affairs (14723891) 10.1/2 (2010): 19-35. Academic Search Complete. Web. 2 May 2013.
Fisher, Robert. “Gender Differences in Responses to Emotional Advertising; Social Desirability Perspective”. Journal of Consumer Research. Academic Search Complete. Mar2005, Vol. 31 Issue 4, p850-858. 9p. 3 Charts.
Rouner, Donna. “Adolescent Evaluation of Gender Role and Sexual Imagery in Television Advertisements.” Journal of Broadcasting & Electronic Media. Vol. 47 Issue 3, p435-454. 20p. Academic Search Complete. Sep2003.
Davies, John J. "TV Ratings and Verbal and Visual Sexual Content in Promotional Ads." Journal of Promotion Management 17.4 (2011): 378-395. Academic Search Complete. Web. 3 May 2013.
Herrera, M. Carmen, Francisca Expósito, and Miguel Moya. "Negative Reactions Of Men To The Loss Of Power In Gender Relations: Lilith Vs. Eve." European Journal Of Psychology Applied To Legal Context 4.1 (2012): 17-42. Academic Search Complete. Web. 3 May 2013.