This advertisement to the left is for Skyy Vodka, found in the October 2010 Cosmo, clearly shows ritual of subordination. Goffman describes this method as a “stereotype of deference in that of lowering oneself physically in some form or other of prostration”. The first thing that a person notices while looking at this ad is the woman’s legs in red tights and heels wrapped around the long solid bottle of the Skyy Vodka.
The colors of the ad is very important as well as the action that is going on in the picture. Normally the color red on a woman is linked up as seduction and sex. When women wear red, it represents the “I don’t care what you think of me, I’m sexually expressive”. The royal dark blue represents a strong dominant solid color that usually represents men. The goldish-yellow color represents achieving something or paradise. The color usually exemplifies success or the best. I.e. gold medal in the Olympics.
The action that is going on in the ad, which has the legs of a woman wrapped around the bottle, can be looked as various ways, all of them equals to sex. The first way is that the woman is seductive and trying to trap the masculine object. The woman has a fixation with it and won’t stop until she achieves it. The woman’s legs also can represent that she is having a sexual encounter with something masculine, which is the bottle, and she has reached her peak, which is the golden background. The bottle can represent a man due to its bold, solid colors and its straight, solid shape. The bottle can also represent a man’s private part due to the long, solid, straight object and the woman’s legs being wrapped around it. The golden background can show ecstasy between the women and the man who drinks this vodka. This ad was created to give men and women the idea of reaching the most high through a sexual representation. By drinking this vodka, men will have women wrapped in them and women will trap the guy that they want. Both in which will fulfill their wants and needs.
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