BLOG 3

The Skyy Vodka ad uses the three social identities; class, sexual orientation, and gender.

First of all, the background that the picture is taken is in a high building in a city which indicates class. By the image of the night of city, the picture looks luxury and elegant. Also the name of product invokes class because sky symbolizes high class. Therefore, the ad applies class to advertise the product.

Secondly, the ad uses sexual orientation of women. The woman in the picture wears a black dress which does not cover half of her body. She puts her arm on the bench that the man is sitting on and slightly bent her leg to look sexier. She also faces the man to lure him. Her body gesture clearly shows the sexual orientation to attract the man.

Finally, the woman in the ad clearly shows femininity described in Devor reading. Devor asserts that each gender has its own characteristics; femininity uses dress, action, movement, and gesture to attract masculinity, and masculinity tend to be aggressive and violent to achieve dominant power. The woman in the picture wears black dress with high heels which enlarges femininity. Her body posture is obviously to lure the man in the chair. Even though we cannot see the man, the man’s had indicates that he wants to drink with the woman. Thus, this ad employs gender.

To conclude, the Skyy Vodka ad contains the three social identities. By the product’s name and the background of the ad, Skyy Vodka brings a high class. The woman’s gesture and face towards the man shows that the ad has sexual orientation. The woman also expresses femininity by her way of dress and movement.