The action happening in this advertisement for Belvedere Vodka is a woman rejecting a man. It has become extremely controversial as it can easily be depicted as a date-rape in progress as the woman appears horrified. This image was stolen from an online video without the consent of the actress. The marketing goal of the activity was to promote how "smooth" Belvedere Vodka is and that it most likely would not get rejected. The intended audience is probably everyone in the age range of 21 to around 40. As an initial idea, the activity may have seemed that it would be effective because it includes humor which is usually popular. However, the humor is taken much too far making the advertisement completely inappropriate. The wording is fine, but the image along with the wording create a relevance to putting date-rape in a less negative light. Belvedere Vodka obviously does not want to send that message, therefore this advertisement is inappropriate.
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