This Skyy Vodka Advertisement came from Paper Magazine. Readers of this magazine tend to be interested in fashion, pop culture, art, or music. By looking at this advertisement, the target audience consists of heterosexual men from ages that range from 18-50. This advertisement was published in 2012 by the Creative Director of Skyy’s advertising agency, Chad Farmer. Farmer claims “We have always evolved the SKYY campaign but continue to maintain the core equity of sexy cocktail style. Through the years we have moved from a very stylized, glamorous version of reality to a more sleek and modern aesthetic.” It is very common for advertisers to use the objectification of women to sell their products. 

The main focus of the advertisement is the woman in a bikini laying down, and a man in a full suit standing over her. It clearly represents men dominating women, objectification. Although Chad Farmer thinks he hit the nail on the head with the “sexy cocktail style”, it represents all forms of dehumanization of women. But hey, sex sells. The Skyy ad doesn’t even show the woman’s facial features, it shows the contents of her body and her flawless tan skin. This further proves that Skyy isn’t only selling the vodka, it’s also selling the models. 

Women may look at this ad and think of themselves as not worthy enough because this beauty standard is almost impossible, which is the use of emotional appeal.  Most women, though, would take full offense to this act of sexism. It is also important to note that the man is dominantly standing over the woman, trapping her with a vodka bottle in hand. This could also be perceived as the man trying to force the woman to drink the liquor, with an ulterior motive in mind. 

Males may look at this ad and be completely in awe of the woman, and at the same time wanting to buy the vodka, this is also the use of emotional appeal.  Which further supports the audience in which this ad was trying to reach. The ad also portrays a materialistic, lavish lifestyle. To the buyer, it is appealing because they may think “If I buy this vodka, I will look rich, and get women.” The ads also suggest that if you drink Skyy vodka you are worthy, and drinking this vodka may lead to sexual situations. It is also worth noting that the background of the ad is a beach, the woman is in a scandalous bikini, and the man is fully dressed in a black suit. I wonder if he’s getting hot? 

 It is not shown, but underneath the ad there is a tagline that quotes: “The Skyy Is Falling.” I perceived this as the man being in the sky, and the man later falling onto her after the vodka consumption. It could be perceived in many other ways. 

In conclusion, the only message I retained from this ad is that sex sells. The print ads behind Skyy vodka is nothing but provocative, objectifying, and sexualized.