There are many ways to interpret this Ad, but what everyone can easily notice is, that skyy is projected to make ones life more “grand”. What I mean is; the advertiser makes me as a consumer feel that skyy vodka is going to make me feel like a rich wealthy person. There are a few particular reasons why I say this, but the main point is that Skyy vodka targets the consumer want to be wealthy, and in essence reach their ultimately financial peak.
The setting is the first feature that gives the feeling of class escalation is possible when looking at the Ad. In the Ad the setting is some high rise in a major metropolitan city, and makes me feel as a consumer that Skyy is a drink of the wealthy. I say this, because only wealthy people can afford penthouse suits in a downtown high-rise. The product is automatically given a direct connection with wealth, because of the setting of the background. This is turn is a connection that a consumer makes subconsciously, and in the end is a reason for the consumer to buy the product. The advertiser tries to use a very small connection with the background to give the product an aura of wealth, and this in turn makes consumer feel as though wealth itself could be contained inside the bottle itself.
There is another aspect of the Ad that make a small connection with class, and that is the furniture in the Ad. I say this, because the furniture that is shown can’t be afforded by the average person. So when a person looks at the Ad, they could easily assume that Skky vodka is a drink for the elite class. This part of the Ad also appeals to men and women, because both look for wealth, but women in many cases can relate to having nice furniture as wealth also.
Lastly the Ad targets the sexual orientation of many consumers by showing a beautiful female preparing a drink a man that is drinking Skyy. This part of the Ad really hints to the fact that Skyy vodka could be a key to having a relationship with such a women. Not only does this target consumers to by their vodka, because of the strong sexual tension in the picture, but it also at the same time puts pressure on people from other orientation to see that as a norm. So this strategy of showing a beautiful woman serves two purposes, and they are: first to grab a consumer by their sexual orientation and secondly to impose the advertisers view on sexual orientation.
This Ad uses many techniques to lure a consumer to by their product, but they all have to do with targeting the wants of the consumer social identity. In this Ad it seems to be kind of risky, but it the end the final products seems to be the perfect mix of class and sexual orientation connection. This perfect balance would persuade me as a consumer to by Skyy vodka, but unfortunately I’m not of the age so they have failed, but only due to the nature of the product and not the advertisement strategy.
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