The positioning of the text also can be interpreted to show that the model in this ad had been freed of the confinement of the ‘goody two shoes’ attitude. The initial word of the text, ‘NEVER’, is read vertically as opposed to the remainder of the text, ‘let the goody two shoes get you down’, which is read horizontally. The verticality of the word can be iconic of someone standing up. One can almost see in one’s mind a person standing up in aggressive opposition in order to voice their opinion. This adds further meaning to the catch slogan ‘Find Your Voice’ in which the word ‘NEVER’ has taken a stance to voice its autonomy. Hence, the direction of the initial word “NEVER”, further adds independence, power and voice to the word itself. The horizontality of the remainder of the phrase is iconic of someone lying down. ‘Let the goody two shoes get you down’ invokes the image of goody two shoes getting his/her way and thus, “walking all over you”. Consequently, one can only be walked over if they are lying down, which symbolizes submissiveness and passiveness of the horizontal phrase. The ad is showing that if you ‘let the goody two shoes get you down’ you will be letting someone walk all over you. Finally, to show that the woman has indeed been freed of the goody two shoes, first notice that the text begins underneath the earlobe of the woman. “NEVER” is read downwards pointing to the remainder of the phrase which is positioned at shoulder level of the model which, as it turns out, is below chin level. This symbolizes that the model has moved to a place above where the goody two shoes can get her down. Additionally, notice that phrase appears behind the model’s head and she is looking in the opposite direction of the text with her eyes focused upwards, showing that she has ‘left it behind’ – ‘it’ being the goody two shoes and his/her moral attitudes - and is looking forward to something better and more enlightened.
The catch slogan "find your voice" then reinforces the concept of adhering to decisions in quite a vague manner. Taken by its literal denotation, the phrase is actually absurd because a voice cannot be found. A voice has no physical form. Consequently, it cannot reside within any physical space and therefore, cannot be found. However, this particular phrase has taken on a whole set of connotated meanings. When one loses his/her voice, it means that he/she can no longer speak his/her thoughts. Conversely, when one finds his voice, he can then articulate his position. The concept of speaking one’s mind has been assimilated into the empowerment of a group subject to oppression. Freedom of speech has always been a merit of the North American lifestyle, and actively utilizing this right makes one a patriot. The slogan actively plays on this ideology of speaking out and voicing one’s opinions. In keeping with the revolutionary theme, one would expect that the font of this message would be bold and dramatic. However, in this advertisement, it is written in swirly, childish front, which shows signs of playfulness. Furthermore, the color of the font is printed in white, which symbolically denotes purity and cleanliness. Through this methodical subversion, the text can be reinterpreted as “seemingly innocent”, which contradicts the original meaning of the text.
The brand name of the product is can also been seen as iconic. The word silken refers to a smooth texture which can be interpreted by the viewer that like the silk one many find in clothing, Silken Vodka, by comparison, is just as smooth when it as it goes down the throat. Other factors will further reinforce the ‘silken’ quality of the vodka such as the kinesics and physical features of the model which will be discussed later on in the essay.
The vodka bottle itself, is an icon – a picture of the actual product. Not only does the icon seems to gleam silver which shows its monetary value, the clear silvery image amongst the brash background of black and red also invokes a vision of lakeside serenity in a harsh and brutal world. It is almost as if the lake is inviting one to take a dip in its cool refreshing waters. The mental image of the lake, which is iconic of Silken Vodka, will allow one to slip away from the harsh and brutal world into the paradise of its waters – into an alternative peaceful and utopian world.
The message, of course is even further reinforced by the visual imagery which, as I mentioned before, is what you notice first. To begin with, the ad itself is very dramatic. African-American woman's upper body profile is portrayed against a solid red background. The denotative meaning of the color itself is of no significance, but in our cultural context it is a very big part of the cultural code of "boldness." It therefore functions as a symbol for all of traits of our culture's “empowered woman”, like confident, independent, and powerful. The red color is also associated with female sexuality - the passionate and alluring seductress who takes no regard as to what others may think of her. Think of all the female icons who are associated with wearing red – Betty Boop or Jessica from ‘Who Framed Roger Rabbit’ – both of which are icons representing female sexuality but also making a statement of power and empowerment. Once again, the background colour invokes the icon of a modern-day empowered woman (as opposed to the traditional, dainty, submissive woman) is suggested to the viewer within his/her mind. Not only does the fiery background colour make a statement regarding the lifestyle the advertisement promotes, the bright, bold, yellow letters that are used for ‘Silken Vodka’ also reiterates the same principle. The bold, block letters of the signifier, clashes against the intense background, drawing in the viewer’s eyes and making a statement of brashness. Therefore, the message in the text is further reinforced by the non-conformist ideals and raw, primal colours.
There are more subtle details in the way that the model herself is presented that further add to the nature of the message. Like in most advertising directed at women, there is an implied "male gaze." The unfocussed, upward glance of the woman is the expression of someone who is not looking at anything, but is rather engaged in the act of being looked at. However, the lighting on the model’s face gives the appearance of looking up to something surreal, and in so doing, the model’s face also reflects and radiates the transcendent power. Furthermore, the silhouette of the model on the red background produces a mysterious effect, and by doing so, makes her even more dynamic. The smooth arches of her figure and the observed silky texture of her skin are connotative of silky and smooth feeling one gets when drinking ‘Silken Vodka’. Fingers set in feminine arches along with the touching of the neck also reinforces the act of ‘posing’ and suggests that the model knows and is in control of this moment of being on view. The arched pose of the model is almost statue-like resembling the ancient Greek gods which is symbolic of power and confidence but yet, also untouchable beauty. This new age empowered woman is alluring because she is bold; and bold because she is alluring. The body language in the pose conveys a message of strength, power but also a very feminine beauty. The dainty positioning of the fingers bringing attention to the outstretched neck suggests sexuality for the male audience. The positioning of the fingers on the neck also has other connotavitive meaning such as the model reaching for her voice; or her delight in how smooth and ‘silky’ the vodka was able to go down her throat. Her open and unfocused expression shows that the she knows she is being watched and may connotate that she is using her sexuality as power rather than making an attempt at autonomy.
Another symbol of female autonomy is the model's hairstyle. In the ad it is clear that the model either has very short hair or even no hair at all. It implies that she has shorn what is often considered a burden women carry for men and made herself equal to men by matching her hairstyle to theirs. In keeping a short hairstyle, the model has made a statement of her freedom from the confinements of the typical female beauty and empowered herself to be regarded equal to her male counterparts.
One minute detail, although slight, which makes a grand statement, is the accessories the model chooses to wear. The diamond earring located on her lobe is the ultimate contradiction to a woman’s independence. While it can be expected that a woman would select her own ensemble, the diamond earring surfaces the popular “romance myth”, which implies a significant other who may have purchased them for her at some point. The implication of traditional romance is one of the foundations of a society. However, it is also one that generally dictates that women will be married and consequently, lose their autonomy. Additionally, the use of red, shiny lip gloss on the model reinforces the feminine quality she possesses. It shows that despite the empowered and autonomous attitude she retains, she still has a need to be beautiful and the eyes of society. Both these characteristics show the femininity of the model contradicting the original underlying message of the text.
To conclude, the ad suggests that Silken Vodka is a definitive stepping stone in becoming the autonomous “superwoman”, who despite her androgynous merits, succeeds in maintaining her femininity. Even though the act of alcohol consumption is clearly defined by its social use, it also entails the statement of female independence which does not require that you give up "pretty" clothes, makeup, or even extravagant gifts from a male admirer. The new aged woman is more independent, calling her own shots, and choosing to consume a drink made especially for women. Silken Vodka is offering a possible female identity, albeit an impossible one.
