7 March 2011
Skyy Vodka “Gender Ad”
Skyy Vodka is one of the top five selling vodkas throughout America (“American,” par. 1). This alcohol company has become a leading vodka seller because of many reasons, and one of the most important reasons is advertising. Moreover, Skyy Vodka has been known for their provocative nature and underlying stereotypes found throughout their ads. Stereotypes are something conforming to a fixed or general pattern, especially a standardized mental picture that is held in common by members of a group and that represents an oversimplified opinion, prejudiced attitude, or uncritical judgment (“Stereotype,” par. 1). Most Skyy Vodka ads portray women as inferior to men and as sexual objects instead of human beings. These Skyy Vodka ads are known as “gender ads” by those who study ads, and the stereotypes in these ads almost always portray women in a negative light (“Jones,” pg. 231). Similar to other gender ads, this Skyy vodka advertisement depicts an often seen stereotype of women being dominated by men while being seduced at the same time. This stereotype can lead young women to feel inferior to their male counterparts and young men to think it’s legitimate to use power or dominance to seduce women. According to one source, a Gender ad commonly has numerous instances of subtle stereotyping which help make up the stereotypes found in the ad as a whole (“Jones,” pg. 231). This subtle stereotyping found in a popular Skyy Vodka ad helps show the main message more in depth, while also communicating why the stereotype leads people to whatever it leads them too. Functional ranking, one instance of subtle stereotyping in gender ads, is the tendency to depict men in executive roles and as more functional when collaborating with women (“Jones,” pg. 231). The functional ranking found in this ad, helps make up the stereotype. In this ad functional ranking is clearly shown for many reasons. The...