Original Red

Original Red literally objectifies a woman’s body as an object in this ad. A women’s body is used to represent the shape of a bottle in the hands of a man.

Three Olives Vodka

Three Olives objectifies a woman’s body as a drink to be consumed. Presents women as something to have and own and consume. The woman also isn’t covered up very much, exposing her body.

Four Loko

In this ad the woman pictured has two cans of Four Loko.  They are placed directly below her breasts with the caption reading “Nice Cans”.  This is objectification in its most basic form.  Her breasts are conflated with the cans. Also her face isn’t even shown, placing more emphasis on her body. “Now Available Legally” printed across her chest is the worst part! It screams this idea of women’s bodies as being legally available for the pleasure of men.

Salma Hayek- Campari

This entire campaign portrays images of Hayek in a tight, black dress exposing her chest and accentuating her figure. Along with her is usually other men and the alcohol. The ads portray an image of almost gang rape, with Hayek being dominated by three male figures, being grabbed by one while another presses the button on the elevator. The look on her face also shows almost no emotion, or at least that of fear. She doesn’t look in control and put into context with the males, perpetuates this idea of women as vulnerable, or targets of sexual pleasure for men. Plus, it contributes to the dangerous relationship between the commodification of women for pleasure and alcohol consumption.

St. Paul’s Girl

Much similar to the Original Red ad, this beer ad illustrates the body of a woman as a bottle of beer. this ad perpetuates the idea of women as an object and as something to be “consumed” by men.

Skyy Vodka

Skyy illustrates an ad in which sexual objectification and male domination is portrayed. The representation of the woman exposes her body and emphasizes her chest, which in turn emphasizes her sexuality and enforces ideas of sex. The man standing over her emphasizes the idea of male domination over the female.

Skyy Vodka

This Skyy ad places the bottles of Skyy in direct level with the two woman’s chests emphasizing the woman’s bodies and enforces thinking about sex.

Budweiser

Budweiser uses the bathing suits that the three woman are wearing in this ad to blend directly with the brands’ label, making the woman connect to and become the object in representation, Budweiser beer.

Smirnoff

This Smirnoff ad from the 1970s connected to the feminism movement of the time, but in effect, it illustrates a woman’s promiscuity with her decision to not wear a bra. The man next to her looks at her almost like an object to obtain.

Bit Cora

This Bit Cora ad only shows a woman’s body in a barely-there swimsuit. Her body become the focus of the ad.

All these advertisements use women’s bodies. They put particular parts of their bodies blatantly on display, such as Four Loko, Bit Cora or Skyy. They blend women’s bodies with the actual drink such as St. Paul’s Girl, Original Red or Three Olives Vodka, portraying them as an object. All of them perpetuate the sexuality of women and their bodies, integrating the idea of alcohol consumption with that of the commodification of the female body. This creates a dangerous relationship. This persistent image that integrates alcohol consumption and the female body is dangerous to repeatedly see in society. It embeds a normal image of alcohol and sex which is a present concern in society among young adults and in general.