This essay describes the display of misogyny in different advertisements campaigns. Misogyny, by definition, refers to a hatred of women and is associated with many aspects of modern life. It is important to understand exactly how misogyny is reflected in modern advertising. …
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This "Misogyny in a specific advertisement" essay outlines how misogyny impacts on how we view ourselves and appropriate human actions on the example of Skyye Vodka ad. The image of male domination in this advertisement would be very difficult to argue against. The man standing over the woman is imagery enough to suggest his proper place is in control, on top, in charge. That he is in a business suit suggests power, privilege and further emphasizes the aspect of control. His grip on the neck of the vodka bottle further emphasizes the idea of strength and power. He could do anything with that bottle, from pouring its contents into glasses or directly into her mouth or smash it over her head. His stance, while straddling the woman, also forms a powerful pyramidal negative space between his legs. In art as well as in the subconscious mind, this symbol is recognized as one of the most stable geometric shapes. As such, the man gains this power of the pyramid even while the primitive symbol for a man, the upward pointing triangle, is emphasized by his socially-acceptable shape. The way in which his jacket falls open further emphasizes this upward-pointing triangle.
The idea of male domination isn’t only present in the figure of the man, however. It is also very evident in the position and nature of the woman. Her bronzed and blonde amply endowed figure is reminiscent of the powerful Amazonians of legend, those women that held the supreme power of their own government and were fatal to men.
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