Skyy Vodka’s Not-So-Subtle Bottle Penetration Ad
Offender: Skyy Vodka
NOW’s Analysis: With NOW Foundation’s Love Your Body Day coming up on Oct. 20, now’s a good time to take a look at how advertisers use sex to sell their goods. For quite some time, Skyy Vodka has been a textbook example of how to objectify and sexualize women. Their ads often portray womankind as man’s well-deserved reward, a way to signify and celebrate the high life. In the process, women’s bodies are presented as if they’re a product to be consumed along with the alcohol.
This latest advertising campaign — called “Skyy Sexy” — relies on the same old trick of conveying sex through women and their body parts. Phallic symbols are nothing new in advertising, and placing them strategically to suggest penetration is far from original. So, on the one hand, most people probably aren’t shocked by this ad. Many might not even give it a second thought. But maybe they should.
If we give Skyy Vodka a pass on this ad, we allow them to push the line of tolerable objectification of women even further in the wrong direction. The sexualization of women and girls has been proven to be harmful to their self-image and development. It is up to us to say NO to this kind of portrayal of women.
One more point: Given that alcohol consumption is present in a significant percentage of sexual assaults, the linking of sex and alcohol in such an explicit manner is downright irresponsible.
would hold considerably more appeal. The second one suggests the female hand taking an active role in stimulating the phallus. And, this depiction would only fulfill Miss Gervais' definition of "sexual objectification" if the woman's hand were a "sexual body part." Otherwise, one might just as well state that all female body parts are sexual, and not allow any portrayal of female bodies or body parts at all, and require women to wear burqas. Hence, this advertisement should satisfy Feminists and non-Feminists alike.