This is an ad for “Sky vodka” featuring a sexy woman. In this photo the woman is seen dressed up attractive and confident advertising this alcoholic drink.
To begin with, the author Goldman Heath (1991) states that there are certain ads focuses on feminism as an object to promote a specific product. In this case, this ad features a women of a certain body image and type to market this drink. This ad indirectly defines feminism as an object of style and beauty in order to manipulate the audience and encourage them to buy this specific drink. The mission of this ad was to make this woman appear seductive and revealing in order to attract audience and manipulate them. In this way, this ad is not only creating a certain body image beauty but also using feminism as an object to sell a certain product. Moreover, the advertisement is encouraging setting certain beauty standards for women to be beautiful such as tall and skinny. As you can see, the man in the ad is not showing although he is the one holding the cup this tells us that the woman that appears here in this beauty standards is more important in order to attract the attention of the audience.
In addition, both the authors Grau and Zotos (2016) claim that there are certain ads that make someone appear in position of authority. In this Sky vodka advertisement, the woman appears superior to the man because of her certain beauty standards that help promote this product. The man in the ad is not even showing because he is not an important feature in the ad this proves that the women is more superior.
References:
Goldman, R., Heath, D., & Smith, S. L. (1991). Commodity feminism.
Landreth Grau, S. & Zotos, Y.C. (2016). Gender stereotypes in advertising: a review of current research.
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