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231). This subtle stereotyping found in a popular Skyy Vodka ad helps show the main message more in depth, while also communicating why the stereotype leads people to whatever it leads them too. Functional ranking, one instance of subtle stereotyping in gender ads, is the tendency to depict men in executive roles and as more functional when collaborating with women (“Jones,” pg. 231). The functional ranking found in this ad, helps make up the stereotype. In this ad functional ranking is clearly shown for many reasons. The male in this ad is wearing a CEO type suit, which shows him in an executive role (“Parfet,” par. 13). The male is standing over the women with vodka and two glasses. From just that alone the audience can infer that the executive demands the women to drink with him because he either needs a women to make him feel better, or he just needs a women to make him feel complete and powerful about himself. This portrayal of functional ranking can lead women to feel inferior to men because the man is portrayed as executive and proper while the women is shown as scandalous and looked down
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This message clearly shows the stereotype of women being dominated by men while being seduced at the same time, which is a common stereotype that has been used for generations. This ad gives off a negative message for a variety of reasons. One reason this ad has a negative message is because it might lead young males to start drinking so they can get girls. It also might make young males feel the need to seem or actually be superior over women to seduce them. Another negative impact of this ad is that women might feel they need to dress scandalously and act inferior to attract a male. Although, this type of provocative and eye appealing ad may work well in attracting attention and selling products it does nothing good for America or any other country as a whole besides help the economy somewhat.
Works Cited
"American Vodka - Made in USA." VODKA WISDOM - #1 Liquor Resource on Vodka Brands. N.p. 2010. Web. 08 Apr. 2011. <http://www.vodkawisdom.com/americanvodka.html>.
Jones, M. Gender stereotyping in advertisements. New York: Prentice Hall, 1991. Print.
Parfet. "Victory with Skyy." English 4620: Advanced Writing. 21 Apr. 2010. Web. 13 Apr. 2011. <http://engl4620.wordpress.com/>.
"Stereotype." Encyclopedia - Britannica Online Encyclopedia. N.p. Web. 04 Apr. 2011.
This message clearly shows the stereotype of women being dominated by men while being seduced at the same time, which is a common stereotype that has been used for generations. This ad gives off a negative message for a variety of reasons. One reason this ad has a negative message is because it might lead young males to start drinking so they can get girls. It also might make young males feel the need to seem or actually be superior over women to seduce them. Another negative impact of this ad is that women might feel they need to dress scandalously and act inferior to attract a male. Although, this type of provocative and eye appealing ad may work well in attracting attention and selling products it does nothing good for America or any other country as a whole besides help the economy somewhat.
Works Cited
"American Vodka - Made in USA." VODKA WISDOM - #1 Liquor Resource on Vodka Brands. N.p. 2010. Web. 08 Apr. 2011. <http://www.vodkawisdom.com/americanvodka.html>.
Jones, M. Gender stereotyping in advertisements. New York: Prentice Hall, 1991. Print.
Parfet. "Victory with Skyy." English 4620: Advanced Writing. 21 Apr. 2010. Web. 13 Apr. 2011. <http://engl4620.wordpress.com/>.
"Stereotype." Encyclopedia - Britannica Online Encyclopedia. N.p. Web. 04 Apr. 2011.