Its advertisement shows that Skyy Vodka can cross gender, class, and generation. The promotion crosses genders. A woman is a center, garnering all of the attention of the ad, appearing desirable; a man is pulled in from the side by the woman, making him hot by association. The advertisement creates an elitism desirability due to several factors, including the fancy clothing, glass wear, and movie camera that the elite already possesses and the non-elite pry for. And it crosses generations. The setting, clothing, old movie camera, and old-school look of the woman make it seem like an advertisement from Old Hollywood despite existing in a modern timework. Skyy Vodka was created in 1992. Skyy Vodka can do all of these things! And it portrays that ability to the viewer through several symbolic, indexical, and iconic signs that create individual and cultural meaning (convention) for the reader.
The Skyy Vodka ad uses several signs to signify its crossing of gender appeal. The iconic symbol of women is the center of the advertisement. What this denotes is a woman but what it connotates is that the woman is the most critical piece of this advertisement....
