rationale #2

Image from: http://www.survnow.com/blog/the-13-sexiest-skyy-vodka-advertisements/

Known for their racy and not-so-subtle approach to print advertising, SKYY Vodka ads are undoubtedly very striking, their aesthetic traversing between highly stylized and glamorous to sleek and modern throughout the years. Although on the surface they are technically visual works of art, connotations of female objectification and male dominance, abundant use of phallic imagery, and the sheer idea that 'sex sells' (to name a few) is prevalent and hard to ignore. It's being marketed in a way that suggests its consumption is equal to a lavish, materialistic lifestyle, appealing to the fantasies of their male clientele. Of course this vodka isn't only being marketed towards men but also to women, them being portrayed in the images as a source of sexual desire could be seen as empowering? in that they have this certain power and control over men and their lust. The ways in which they interpret and portray their branding is quite clever like in this particular image, they have a model of colour alongside a white model to illustrate an 'infusion' of sorts, corresponding with the words on the bottle of the cherry infused vodka. In doing this they fulfil the growing demand of modern society's plea for racial diversity in general advertising as well as suggesting that this drink is not only exclusive to white people but is available to people of colour/racial minorities. Colour and the psychology behind it is also a principle factor in this brand's advertisements: solid blocks of colour are more imposing than gradients or colours that fade and therefore more likely to attract the attention of its audience; this shade of red suggests seduction and stimulation to coincide with the imagery but also excitement and youthfulness, thereby appealing to a younger target market.

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Alternative image for rationale #2?

Image from: https://uk.pinterest.com/pin/568860996655159953/

This SKYY Vodka advert released in 1999 is seemingly more favourable in the depiction of women in contrast to the more recent mid-2000s adverts from the same brand. Rather than portraying women as mere objects of the male gaze, here the way the female is represented refutes the idealogy of women as sexually subordinate to men, therefore appealing more to the majority of their female consumers. On the other hand, her pose and racy dress is equally alluring to the male audience. There are aspects in this image that aren't present in the above adverts that I posted and vice versa which is why I thought of this image as a possible alternative to dissect critically.