Beil Post 3

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Nordic IceThis advertisement depicts two women in ice skating outfits for an alcoholic beverage.  The ice skating outfits are very skimpy and the girls are making sexy/excited facial expressions to give off the impression that they are having fun and any guy should want to have fun with them.  The catch phrase/statement for this ad is “Just What Every Guy Needs, a Couple of Nordics on Ice”.  This statement is clearly saying that these women/products are there to benefit men.  It is basically saying, women are here to please men.  As a woman, I am not personally offended by this advertisement because it is not as bad as some others I have seen.  That’s not to say it doesn’t offend other women.  Part of the reason advertisements like this one do not bother me is because there are so many forms of advertising and entertainment that depict women as sexual objects that I have somewhat become numb to them and do not react as negatively as I should, unless they are extremely derogatory towards women.  I do not agree with the message that is being projected in this ad.  These women are young, white, blond and the typical image of a sexy woman (big breasts, tiny waist and wider hips; the “coke bottle” shape).  I do find it offensive that the image of sexy women in general have to fit the “coke bottle” shape and are in sexually appealing positions for men’s amusement.  This ad in particular has two women posing together in a way that should be visually appealing to the average male.  The male is supposed to get excited at the thought of two “hot” women on ice.  The play on words is a clever way to advertise the alcohol.  I think a feminist viewing this ad would definitely be offended by the general theme and phrase of this ad.  I feel that the use of sexy women to sell this product is completely unnecessary.  How do women relate to alcohol?  They don’t, but they are something to look at and get attention.  The clever phrase is also something to notice, which will cause future consumers to get a laugh/kick out of it and remember the name when they go to purchase alcohol in the future.  As far as clever advertising goes, this ad was successful.  If people want to change how women are presented in advertisements, it is going to take a lot of work in society to change the image of what is eye catching without being scandalous.  The way things are now, people thrive on scandal, sex and drama so it’s going to be a long road to recovery.