In these two advertisements there are only women present and they are both being sexualized, and they seem to be doing it themselves. In the Courvoisier ad the woman is straddling the bottle and that is all that is occurring. We are left to think of whether she is naked or not because all that is visible are her arms, legs, and head. The way that she is positioned with her legs and arms wrapped around the bottle seems as though she is holding on to a man. She is looking directly at the viewer creating contact and establishing an imaginary relationship. This relationship could seem quite vague but I believe that she wants men to be attracted to her as she is subjecting to the male gaze. There are also no flaws on her legs and they are very long which is stereotypically very attractive. There is no text that leaves us to understand what the ad wants from the viewer, but there is the name of the alcohol "Courvoisier" written across the center of the ad in white writing. The background is black which leads us to believe that she may be in a dark room somewhere. She is obviously not outside, so she may be somewhere like a bedroom. This would establish a sexual relationship between her and the viewer. This is the first advertisement where the bottle is not in its normal size, which may be representing something phallic.
 | The advertisement for Skyy Citrus also lacks a man, but the woman in the ad is sexualized and is putting herself in that situation. The clothes that she is wearing are very tight, as well as small because her breast seems as if it is about to fall out. She doesn't seem to mind at all and has her hands full with other things. The entire view of the ad is meant to be very fruity and light. There is fruit in both of her hands as well as stacked on top of her head. This could symbolize that she is like the drink itself, and may make men want to buy this alcohol to become closer to a woman like her. She is also smiling very big which shows that she enjoys how she looks and what she is doing and is subjecting herself to the male gaze. Her teeth, eyes, and skin are ideologically perfect as well, so in essence the alcohol itself may be as well. The mortise on the bottom right hand corner actually belongs with what is happening in the ad itself because there is a shadow being cast on the table where the drink is sitting. This may mean that the woman is a bartender and she is making drinks from Skyy Citrus. All in all both of these ads appeal to men because they are sexualizing women and are using them to promote the alcohol and make them want to buy it. |