How and why is a social group represented in a particular way?The vodka advertisement that comes out of the Skyy Vodka company is full of sexual tenacity, which attracts both men and women who come across the their advertising. Skyy Vodka is a company that constantly produces and evokes very sexual advertisements. The company's advertisements repeatedly contain slim, young, beautiful women wearing provocative clothing, and on many occasions the women in the advertisement usually have sexual dominance over their male counterparts. The only reason Skyy Vodka ads have proven to be very successful is the use of sex in the way they portray their women. The company does not hold back on the sexual appeal and commonly promotes the sexual benefits of drinking Skyy Vodka. The use of sex is used everywhere and without a doubt we have seen it work from magazine adverts and films to commercials and merchandise, the fact of the matter is that sex is a fantastic and powerful way to market an object or idea . While the ad for Skyy Vodka titled "The Antagonist" seen in the May 7, 2007 issue of People magazine adheres to the usual standards of Skyy ads, it has an underlying theme of whiteness, male supremacy, and female threat to that power. Skyy Vodka has become an object that exemplifies sex for young adult males and creates a sense of confidence as the advertisement suggests that consuming their vodka will cause the woman to be attracted to them. The advert is set in an apartment overlooking a metropolitan city, while a young woman stands over a hidden man sitting on a 1960s-style chair of whom only his forearms and legs are visible. The man in the chair is holding a martini while the woman is holding a... piece of paper...... which makes the ad a success. Although at first glance, the woman is depicted as inferior as she addresses the man, and is also quite devalued as a person as she wears revealing clothing, there appears to be an underlying competition between the man and the woman in the advertisement, this is emphasized by colors and symbols. The woman uses sex and alcohol to weaken the man, in an attempt to gain some dominance in the male world. However, from the title of the advertisement, we can see that the woman's actions are "antagonistic". The woman is criticized for her techniques to achieve power, but the male is not criticized for objectifying women or using them to satisfy sexual fantasies. While an advertisement for Skyy Vodka, this advertisement presents the world of a successful white male and warns him against the young seductress, desperate for power.