O. G.
Advertisement Analysis

SKYY VODKA



http://www.nicks.com.au/upload/image/image_200631812455353256.jpg

This Skyy Vodka advertisement, spotted at the JFK airport, seemed like an a very good improvement from their last ad featuring the head of a woman in a bikini, with a fully dressed man standing with his legs spread apart, directly over her. Yet with a second glance, you quickly realize that it features the same male dominance and female sexuality and inferiority. Both, the male and the female, are side by side and take up the same amount of space on the picture, it can be noted that while the man is wearing a tux and dress shoes, the woman is wearing a tiny white dress (that wouldn’t cover anything at all, had it been dry) and a pair of heels. While the man is lying by the poolside, and is on the safety of land, the woman is on an inflatable mattress in the pool, and is already wet. The difference between land and water positions is not the only thing that shows that the man has the control in the situation; it’s also the fact that he is the one holding a glass and passing over the bottle of vodka to the girl, who submissively takes it. With one of her arms laid back, it looks like she has no choice but to share a drink. Not only does the difference in get-up show the sexist differences between the man and the woman, but the fact that the male is wearing sun-glasses and looking at the woman, while she is coyly looking into the camera, with her slightly inclined head.
This advertisement is supposed to convey the idea that the man’s dominance is attractive and that the woman will coyly smile and submissively take the bottle from the man. Making it okay to be subordinate and submissive for women, the ad also relates that men should be domineering and confident. The make-up and digital effects also play a huge role in the ad, as they make the woman’s wet legs and breasts shine, while all that shines on the man is his neck muscle from his turned head which is looking at the woman.
At first glance, it’s very easy to miss the bottle of vodka - the main product - which is almost directly in the center of the advertisement. This means that the product is only secondary to the message and the idea. The readers will first take in the economically well-off man who looks confident and domineering in his suit, and the barely-dressed, wet woman accompanying him in the pool, (because the advertisement is really meaning to say that those who drink the vodka will have a good-looking, naked girl accompanying them as well.) The woman in this advertisement is portrayed like an object; that of man’s desire and of his company. She looks like an object in the pool, a submissive toy who accepts the bottle handed her way, because it would be unreasonable for her not to accept alcohol from such a well-to-do man, playing it cool with his glasses. This advertisement is trying to say that these are the gender roles that we should adhere to and find appealing.

THE CHILDREN'S PLACE



http://dealcetera.com/wp-content/uploads/2009/01/childrens-place-canada-sale.jpg

This Children’s Place advertisement, of a nationwide clothing store for children, doesn’t make anyone a sexual object, nor does it leave anyone exposed or make someone have better clothing. There are even 3 girls and only 2 boys in this advertisement, and they’re all dressed up in different styles; one boy in khakis and a shirt, a girl in a dress and leggings, a girl in jeans and a top, the third girl in a skirt and a shirt and another boy in jeans and a sweatshirt. Doesn’t seem like they’re missing anything and all the different outfits for each sex are represented. Nonetheless, the striking part of this ad isn’t in any of that, it’s in the most innocent and the most alarming place – the poses. While the boy on the left has his hands held together in front of him, which would seem like a very ordinary or even submissive gesture, his mouth is wide open and his head is turned to the side to show that he is screaming. The boy on the right stands with his hands in his pockets and looks at the girls in the middle while smiling. Seemingly innocent poses of the two boys actually have a very domineering and confident effect when looked upon with the poses of the girls. They are standing a certain distance away from the girls, which are huddled together, holding on to each other. The girl on the right is smiling at the camera with a certain confidence, but the girl in the center has a rather shy look, while the girl on the left is looking at the boy on the right. The boys have a wide stance, with their legs at shoulder-width, while the girl’s legs are together. All these little this that have to do with their poses all point to one big screaming idea of gender roles and stereotypes; the boys look macho and stand alone, the girls are huddled together and have rather shy poses and keep their legs together, in that way that society labeled is “feminine.”
While the outfits of the boys seem to be simple, with few colors, the girls are decked out with all the colors of the rainbow. The girls at such a young age are already bringing attention to themselves through “loud” clothing. They’re already standing in that submissive way. The African American little girl is already being portrayed as the most confident one, and the African American boy as the loudest one. The gender roles and the racial stereotypes are so subtle but ever-so-present in this ad geared not only towards adults who will teach their kids on how to act, dress, and even stand, but also towards little children who will internalize these subtle messages that are being sent out through this advertisement.

BEBE



http://www.bebe.com/

The first thing that pops up on the clothing stores website is a barely dressed girl. The advertisement is working with face-ism, because ultimately, the face is only in the corner, and the body is taking up a much bigger portion of the picture. The naked arm stemming from the naked shoulder and the naked leg coming from the pink underwear catch the center spotlight. Only at a second glance is it seen that she’s wearing something and dons jewelry, and is even sitting on top of a bronze puma. Besides the fact that she is made into a sexual object, she is also made into an almost dangerous and exotic object. Her sultry gaze from the right-hand topmost corner is hardly noticeable seeing as her naked limbs steal the bigger area of the picture, and are also the brightest part of it, seeing as the environment the model is in, as the little tutu she’s wearing are dark. The only other light colored item on the picture is actually her underwear, which is prominently showing while she is straddling the puma in a sexual manner.
The biggest paradox in ads like these is that while they’re sexually humiliating, they lure consumers. While the female is being sexually objectified, other females rush to the store with the false concept that they will get the same thin body and attractive face. They think that if they get the clothes and the jewelry they will become alluring and confident and almost animal-esque. They consume the product because of the connotation this image has to it, never bothering to notice that it’s degrading and creates a gender stereotype.