Informational Images

30 Nov

It is hard to say whether Pinnacle Vodka’s campaigns are focused on portraying sex through alcohol, demean women through alcohol, or create socially acceptable behaviors through alcohol.  Whether any of these are true, the influence that Pinnacle Vodka’s advertisements have on the women who view them or consume the products is much different than the influence that the advertisements have on men.

In one of my recent blog posts I mentioned the over sexualized manner in which women are shown throughout Pinnacle’s campaigns; I discussed the fact that many of the advertisements are allowing women to judge what is normal based on the campaigns.  As I investigated more into how women view these advertisements I stumbled across a journal comparing how men and women interpret different types of advertisements.

The journal stated that, “Girls liked image-oriented advertisements more and perceived them to be more persuasive than quality oriented advertising.”  Lucky for Pinnacle Vodka, their advertisements fit perfectly into the image-oriented category.  Although this is lucky for Pinnacle Vodka, for all the women viewing these advertisements, especially adolescents, they become extremely influenced.

The image-oriented advertisements are not only persuading women to purchase the product, but they are creating an “attractive” image for women to strive for.  The sex appeal that is seen through the advertisements is what women think they need to achieve and they begin to feel drinking Pinnacle Vodka is a strong step towards accomplishing it.

The campaigns are designed to pull women in and create a false scenario they can rely on to be “cool” and “sexy.”  When men view the Pinnacle Vodka campaigns they are attracted to the pictures, and then the content.  Men want to know what they are being sold and why they would want it.

The different between men and women in terms of such campaigns is that women are relation based while men are information based.  Women want to create a product connection, while men want the information; what is it, does it taste good or bad and where can I get it.

Women view these advertisements and connect to the sex appeal and idea of being “whipped” rather than a socially empowering message.  Men view these advertisements as information.  The distinct difference between how men and women view the advertisements creates the idea that I am still struggling with today.

If men don’t care about the sex appeal in advertisements then they’re not as concerned with it in daily life as women believe. So women should not focus on accomplishing the “look” of the advertised sex appeal, but more on their individual self and quality of person that they are.  The more women focus on sex appeal because of mass media, the more men feel that is what they are supposed to rely on when meeting someone.  Mass media is responsible for the dynamic of sex appeal.


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