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
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
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