Semiotics In SKY Vodka's Advertisements

Semiotics in advertisements involve the distinction between denoted, or easily identifiable messages, and connoted, or subliminal messages. SKYY Vodka’s nuanced advertisements transmit both connotative and denotative messages regarding sexuality, gender, and class that can deconstruct on a semiotic level. The transmittal of these three themes in SKYY’s advertisements is used to market an idealized lifestyle that the consumer can aspire to achieve. Various messages can be interpreted from this particular advertisement, some of which are extremely evident while others are not as pronounced. After clear examination of this advertisement, one can easily denote,( a direct specific meaning), several implications behind the image. There are multiple aspects of this …show more content…
However, this is not an unfamiliar habit of SKYY Vodka’s ads. The alcohol company is no stranger to using the power of suggestion and women to convey ideas of luxury and sexuality. The stereotypical idea of femininity and sensuality are conveyed by the woman’s hand, which is extremely apparent in the ad. The seductive zipping-down of her red leather jacket with her red fingernails is not only an invitation to consume the SKYY Vodka but to consume something else as well. The alcohol takes the place of her breast which not only makes breast synonymous with an object of consumption and pleasure but alludes to the role of alcohol as a precursor to sex. In this case, the woman is quite literally reduced to an object. A status of wealth and leisure are presented through the product itself. If one can afford SKYY Vodka, one can consume all the other perks of it as well— women included. Overall, the visual focus of the ad does more than advertise vodka. It advertises a lifestyle to its ideal consumer; someone who is wealthy and seeks pleasure from a stereotypical portrayal of a