An advertisement for Grey Goose^® vodka is the artifact being used for the analysis of gender, socioeconomic class, and sexual orientation, embedded in print advertising. The ad, which recently ran in Vogue, is laid out on two opposing pages, each of which has a large black and white photograph encompassed by a thin white border. Depicted on the left page are: a man and two women, on a yacht, sitting casually around a table. The table is draped with a table cloth, on which several objects are positioned.  Unlike the right page, the left side has text of varying size, color, and font in the thick, white border below the picture. This page also shows a close perspective of a plate of oysters, a bottle of vodka, (with accents of blue and red) two forks, some shots, and various other objects, sitting on a table.

Analysis of the artifact suggests a materialistic society in which consumers can buy into a rich socialite life, being granted with a posh and desired life of class, fame, women, and power. Sexual innuendos have been buried throughout the ad to further advocate the ideal of a society primarily dominated by heterosexual males.  The print ad serves as a translation mechanism for the analysis of class, sexual orientation, and gender.   

             In the photograph to the right there are only three people, secluded on what appears to be a private yacht. The intimacy of the three people seems to be a sign that the yacht is not an average charter vessel, but instead that it is private. This is perhaps the most obvious indication that these people are prosperous. They are able to spend money on a boat just for themselves. It can be assumed that they are on a yacht because there are no visible deckhands, fisherman, cargo, etc. Instead of working or playing some kind of role as sailors, the people are all just lounging around. Additionally, there is a table laid out with a tablecloth, oysters, and vodka in the middle of the deck. Clearly it is not a commercial vessel or a boat used to make a livelihood.  In order for one to own an entire ship, they must have wealth or status of some fashion. This interpretation is intended for that the audience so they connect the high status with the product. They too could be ostentatious and glamorous on their brand new yacht, but do so they have to purchase Grey Goose, how simple! These associations indicate that the audience is very materialistic and gullible. They would be willing to do anything to find (or even buy) their way into fame and fortune. The ad radiates with the superficiality of society and the want to always have more of only the most exquisite aspects of life.

The secluded surroundings are also significant in denoting the class of the people on the yacht and of their place in society outside of the ad.  Beyond the yacht, there is not one other sign of any human existence. This means that these three people have the resources to exclude themselves from everyone else in their society. This is relative to how rich people are often times idolized, set above, and isolated from the rest of society. As far as being or feeling isolated, the same could be said for people of lower class so why would this particular example be significant? Lower class individuals are not isolated in the same sense and level as are the wealthy. They are not isolated on a luxurious yacht, playing the role of discerning epicureans. In fact they are isolated in a much more antagonistic sense. The well off may be isolated, but they have their riches to accompany satisfy and ward away their loneliness. 

 A ship’s sails are generally used for direction and steering, but in this picture it is important to note that the sails of the ship have not been hoisted. The ship is therefore coasting, or even anchored just off shore. If instead the sails were raised, it would show that the people have a clear sense of destination, but instead they appear to have the leisure of intending to go no where in particular. This tells the audience something about society beyond the high class: no one else has the time or money to just get away and not know where or why they are going somewhere. People of high class have the option of isolating themselves in luxury, whereas lower classes are negatively isolated by default. The advertisement suggests that buying their product means, getting away, and not having to worry about where the destination is or what’s coming next just carefree like the life of someone in the upper class. At least this is would be the depicted, idealistic, envied class.  

All characteristics of both photographs are indicative of the high socioeconomic class of the people being depicted. However, the text on the left hand page cannot be overlooked because it too provides evidence of the socioeconomic class illustration. The text on the second page of this ad provides an obvious implication of the socioeconomic class under scrutiny. A portion of text that draws particular attention, written in blue and bolded, reads, “On discerning taste [first line of text] OYSTERS [second line] BEST ORDERED IN MONTHS that contain the letter ‘R’ and always local [third line]...”  This is an ad for alcohol, so why would it be promoting oysters? In our society, oysters are considered an expensive, rare, luxury hors d’oeuvre, and aphrodisiac. In addition, they are the source of another much desired, opulent, commodity: pearls.

 If one has the ability to possess a “discerning taste” they have the ability to be picky about what they choose to eat, unlike someone of lower class. Antagonistic to this line would be the cliché saying, “Beggars can’t be choosers.” In this case, the consumer is persuaded to believe that they do have the ability to be held above everyone else by choice. When given this ability they should only choose the best, because who would want to be average? Drinking this brand gives them the ability to be discerning.

The text mentions that oysters are only good when they are” local”. Oysters come from the ocean, so unless the consumer lives by the ocean (which many people do not), they must travel to get oysters locally. From the same text, the ad says, “months that contain the letter ‘R’”. The months that do not contain the letter ‘R’ are: May, June, July, and August. These months are when most “normal” people take a summer vacation. Generally, not many people could afford to take time off from work to travel during months that contain the letter ‘R’. If one has the time and money to enjoy oysters in their prime season and location, then they must have some money and/or distinction. Again, the consumer is persuaded to feel as though they too could buy or drink their way into this level of class.

The company’s slogan reads, “The Worlds Best Tasting Vodka”. Not only would this product grant it’s consumer with the highest class in the U.S, but also in the World. They believe that they could potentially be at the top of the World’s socioeconomic ladder. The idea that nothing is ever good enough, never settling for second best is reflected. Not only is this representative of a high class, but also status. In directly it is persuading the audience to gain a Napoleon type complex. It becomes very clear that power and hierarchy are ideologies that should be strived for.      

A further in depth look at the artifact shows how gender and sexual orientation play into the socioeconomic aspects of society. The man seems to dominate the photo in several ways. The three people are sitting in such a way that they are forming a right angle triangle. The man is positioned in what would be the biggest angle of the triangle (the 90^oangle). He sits in between the two women, the blonde to his left and the brunette to his right. Being seated at the largest angle of the triangle, gives him power, in addition to the fact that he is one man with two women. It is this dominance that implies that this man is straight, not just in terms of the photo composition. The advertisement is suggests that in this society the typical wealthy individual is a heterosexual male. He is dressed in all white, which also suggests power and that he deserves some sort of veneration.  The audience is supposed to believe that the man owns the ship and the women.

The man dominates the women not just in his positioning, but also with his gaze. The man’s head is positioned in such a way that he appears to be looking down upon the brunette, even though she is further up on the deck than he is. Upon further investigation, a line can be drawn following the man’s gaze; it goes directly to the brunette’s breasts. She evidently becomes the object of his desire, because this is a part of her body is often associated with sexuality. The advertisement is appealing to straight men and wants them to be and think as a heterosexual. This is especially important if they want to experience this envied lifestyle, where they are constantly surrounded by women.

Furthermore, the oysters on both sides of the advertisement not only serve as facets of socioeconomic class, but they also aid in the analysis of gender roles. Oysters are considered an aphrodisiac, especially for males. Unscientifically they are known to enhance sexual desire. It is this notion that further suggests that the man desires the women, not necessarily just for their attention. The text on the right hand page ends with the line, “oysters are a wildly delicious way to satisfy the cocktail hour.” In particular the words “wildly” and “satisfy” seem to have sexual insinuations to them. “Cocktail hour” is also important to this artifact. Again, this is typical of wealthy people, but additionally, a cocktail hour could make someone tipsy or even drunk depending on consumption. Combining the ideas of the aphrodisiac oysters and the drunkenness of the cocktail hour is very suggestive. Because the oysters are very masculine this reiterates the point of male dominance over the women, especially if they are the ones consuming the product.

The male and the oysters are not the only aspects of this photo that indicate male dominance and heterosexuality. The boat is also a main source of these observances. In this case, the ship appears phallic. How does this promote heterosexuality then? First of all, ships are very masculine objects. Like the man in the photograph, the bow and the mast of a ship are very dominating as well. If perspective lines are drawn from both of these points, they lead directly to the crotch area of both women. The affection represented here is not very, if at all comforting, instead it is very rigid. If this is indeed the man’s ship it too dominates the women. All of these aspects combined, resist homosexuality and women domination, both of which would be considered abnormal in this case.

The man is blatantly depicted as a heterosexual, but what about the identity of the women? Although they’re bodies are positioned slightly inward towards the man, they are facing more intimately toward each other. If imaginary lines are drawn to follow their gaze, evidence suggests they are looking into each others eyes. This is interesting because even though the man is supposed to be the center of attention, neither one of the women is paying attention to him. This interpretation seems to go unnoticed because it is less typical, but none the less, very possible. The gaze of the women could also be in competition for the male, instead of a desire for one another. In either case it is important in giving the women an unknown identity.

The significance of this advertisement is above all to sell a product, but it is important to keep in mind, what product or ideas they are really selling. This ad in particular depicts society as being dominated primarily by wealthy, heterosexual, males that can get anything they want with Grey Goose vodka. The ad promotes the false pretense that fantasies could turn into reality.