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Skyy Vodka Ad Analysis
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This paper discusses visual rhetoric and subliminal messages using a Skyy Vodka ad as ...... More...
3 Pages / 675 Words
3 sources, 3 Citations, MLA Format
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Paper Abstract:
This paper discusses visual rhetoric and subliminal messages, using a Skyy Vodka ad as an example and identifying the hidden messages in the ad.

Paper Introduction:
Skyy Vodka Ad Analysis Skyy Vodka ads are noted for their rhetorical strategies andsubliminal messages Rhetoric is generally associated with words but Skyyads have no words for the most part Therefore the rhetoric comes fromcamera techniques and the image\'s composition Visual Analysis As Tomand Eves note A theory of visual rhetoric would recognize thatpictures are a symbol system employed for the purpose of persuasion notmerely to inform Using visual literacy we can \'read\' an image muchlike the way we \'read\' language and

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The scene suggests that the couple will soon have sex and that thewoman will be in charge, and the subliminal message is that Skyy Vodka isall about sex and that the man can relax and enjoy as the woman initiatesand controls it, a typical male fantasy. Therefore, the rhetoric comes fromcamera techniques and the image's composition ("Visual Analysis"). The lighting in the photo makesthe surfaces of the floor, the woman's leg, and the uprights in the windowsappear to be gleaming, a visual image that suggests the slicknessassociated with sexual intercourse. The fact that the adtakes place at night in itself suggests "time for sex," and the largewindows that show all of the outdoors, which consists of an urban skyline,indicates voyeurism, as though all the people in the skyscrapers will bewatching as the couple has sex. The ad is also redolent with sexual imagery. Her skirt is slit up both thighs, with the panel in themiddle resembling an elongated loincloth-usually the garment of the male inan uber-masculine setting, as with Tarzan of the jungle. Here, we see nothing of the man except hisoutstretched hand holding the martini glass and his body from the legsdown. This is to some extent a spoofof the usual sexually themed ads, in which the woman is pictured in a waythat marginalizes her. It isnot by accident that the straw in his drink is pointing directly at hergenitals. "The Use of Rhetorical Devices in Advertising." Journal of Advertising Research, (July/Aug 1999), 39-43. As the Skyy ad demonstrates, there is a rich flow of visual rhetoricin the ad. [pic] Works Cited"Visual Analysis." "Visual Rhetoric/Visual Literacy: Writing About Photography." Tom, Gail; Eves, Annmarie. The shaker the woman is holding is a phallicsymbol. There are only two words in the entire ad-"Skyy Vodka" as seenon the blue bottle. In the Skyy Vodka ad shown below, there is pointed visual rhetoric inthe photo, making words unnecessary. The man's feet are between her feet in the classic position of sex.The man is holding his martini at the level of her genitals, and the strawand two olives in his drink create an image of the male genitalia. On the table at the left is another martini with the same malegenitalia imagery, only this time the straw appears to be pointing towardthe Skyy Vodka bottle. Rhetoric is generally associated with words, but Skyyads have no words, for the most part. The man is seated, while the womanis standing, which puts her at a higher level, suggesting superiority ofpower and possibly of value. Her index finger poised atthe top of the shaker is another controlling gesture, suggesting, "I'llgive you only so much as I choose." In addition to female dominance, the image conveys the man's anonymityby showing him hidden inside an egg chair. The woman is standing with her legsslightly apart, as in a sexual posture, and her cutaway dress is meant tobe provocative. She is holding the shaker of martinis, while he is holding his martiniglass out for her to refill, implying that she is controlling the supplythat he receives-again, an image of dominance. Skyy Vodka Ad Analysis Skyy Vodka ads are noted for their rhetorical strategies andsubliminal messages. There are clear images of femaledominance and sexuality, for example. Her toes arepeeping through her shoes, also suggestive of sexuality, and they arepointing directly at the man, while the ultra-high heels are blatantlysexual, reminiscent of Playboy magazine, Sex and the City, and similarassociations. At the same time, the woman is standing in aconfident pose with one arm touching the top of the man's chair, a gestureof dominance, and she is looking down at him, another gesture of dominance. This rarity lends tremendous impact to the words, andconsumers are likely to remember the brand and receive the subliminalmessage that Skyy Vodka promises a night of sex. As Tomand Eves (39) note, "A theory of visual rhetoric would recognize thatpictures are a symbol system employed for the purpose of persuasion," notmerely to inform. Using visual literacy, we can "'read' an image, muchlike the way we 'read' language," and this demands an awareness of visualrhetoric-"the ways that visual images communicate meaning" ("VisualRhetoric/Visual Literacy: Writing About Photography").

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