It is obvious in today's world that these characteristics are used by advertising companies to make their products known. In an advertisement by SKYY vodka there is a man standing above a woman, which may not seem like that big of a deal, but how the image is set up speaks much more than that. First of all the man is standing directly on top of the woman, which gives of a feeling of dominance, that he is in complete control of the woman. The way he is standing says a lot about him too. It is a very firm stance which would further show this man's authority and also shows he is very confident.
His and her attire say a lot about the situation as well. She is wearing a bikini as she tans on a beach which gives her a sense of vulnerability. Most of her skin is uncovered and she is dressed very casually not wearing anything that would demand respect. The type of bikini chosen was also a major factor in how this woman looks. A bikini with more coverage or even a one piece swimsuit would entirely change the mood. The revealing nature of the bikini is used in an attempt to show that this woman would be sexually open to this man. This could lead a viewer of this ad to draw the conclusion that drinking Skyy vodka would help you if you were attempting to sleep with a woman. The man however is wearing a suit, which gives him a sense of power. The suit immediately would influence a spectator to think this man is important and that he should be treated with respect. The fact that he is on a beach, a generally more casual setting, also shows he is very professional and most likely a very wealthy man. This sense of power and wealth also most like plays into the way that he is holding the vodka. In one hand he has the vodka, holding it by the top. In the other hand he has two glasses as if expecting another person while he is drinking. This shows that he believes he will have no trouble getting this woman to drink with him after she sees him in his powerful stance and attire.
The way the woman is laying down under the man also tells a lot about the thought of femininity. Lying on the ground under the man is putting the woman in a stance of being subordinate to the man. In this situation he holds the power and seems to be in control. It can also be inferred that the way the woman is taking off her glasses and looking up at the man also puts her as lower in society than him. You would usually look up to someone of higher authority and that is what the woman is doing in this picture. She is in a position that she would be subject to his will, what she does seems to be dictated by what the man wants. This plays into what is though as feminine qualities of not being intimidating and being very gentle.
The picture also insinuates that if you are a consumer of Skyy vodka, that woman will be able to picked up very easily. It is clearly trying to make the case that if you drink Skyy vodka then you are a wealthy person and in a sense "better" than other people, which is why you would be able to pick up women easily.
The image many ads portray in this day and age commonly falls upon these ideas we have of masculinity and femininity. It is generally an easy way to gain the attention of audiences and to properly market your product. However, it also stereotypes men and women alike and puts them into groups that some people just do not fit into.
