Watching an advertisement for SKYY vodka, I noticed several elements of the standard music video. In the advertisement, women far outnumber men and women are heavily made up. Women’s bodies are fragmented and sexualized, with the camera frequently cutting to a close angle of women’s legs and hips. The setting is one typical in a music video: a hedonistic party scene, replete with alcohol and money. The main difference between this ad and a standard industry music video is the presence a product, SKYY vodka. The insertion of the product serves to further objectify women; shots of women’s body parts are interspersed with close ups of the SKYY bottle, suggesting a connection between women’s bodies and the product.
The similarities between the SKYY ad and standard music videos point to a common theme astutely summarized by Hesse-Biber: “Our society encourages women to see themselves as objects” (Hesse-Biber 62). The setting of the advertisement and the product itself (alcohol) support the truth of this statement; they tell women that their presence is only important as accessories to men in a drunken dance party, not in any type of substantial, intellectual setting.
Hesse-Biber, Sharlene Nagy. “Selling the Body Beautiful: Food, Dieting, and Recovery.” The Cult of Thinness. New York: Oxford UP, 2007. 61-82.