offensive or not

When looking at this advertisement one can assume that the consumer's eyes do not directly seek the Sky Vodka bottle, but more the position between the male and female in the ad. Why is that when dealing with alcohol advertisements, sex is the main appeal used by the media. Yes alcohol does release one's inhibitions allowing one's night to be possibly more adventurous than a sober one, but are there not different ways to go about selling alcohol? However, based on how many alcohol advertisements use this appeal, it is safe to say that sex really does sell. Along with sex comes the need for domination shown by the position of the male over the female. Also, the need to escape, which is shown by the backdrop that exudes the feeling of being in paradise or some tropical area is an appeal used in the ad. By using these appeals it seems that this advertisement would most likely attract the attention of men rather than women. Advertisements, much like this one however have a reoccurring theme, although it attempts to draw men to want to seek the position of the male figure in the ad, the degradation of women and leaving them to be nothing but a sexual object is also provided through this image. 

All throughout the history of media women usually have the role of using their beauty as a way to attract the attention of customers. Whether it be with a women half naked or fully clothed in a ad, there is always some manipulation done to make it demeaning for the woman. For instance in this ad alone her nothing his more noticeable than her breast. Her head, which can show intelligence is not the highlight of the ad, but instead a body part that all men desire for is easily recognized in this advertisement. Additionally the face of the woman can barely be seen, therefore suggesting that when it comes to alcohol, the physical features of one's face does not matter, but the need  to satisfy one's desire for sex is the main goal for those purchasing this product. 

Through this it raises concerns as to how far a company is willing to go in order to gain profit from their products. I understand that the media needs to push buttons and do out of the ordinary things to get people's attentions, but how far are they willing to go. Sex does sell, but at some point it is important for those behind these campaigns to understand that some individuals can become offended by these images. Although companies are aware of these factors money seems to be too important to anyone that they fail to really care. Therefore, as companies begin to make more advertisements for their products sex may be a major appeal, but money is the main goal to use that appeal.