Goffman’s Analysis in The Men’s Golf Skechers Ad
This ad features a man who goes golfing by himself and is paired with three attractive women. Some of Goffman’s categories are clearly present in this add.
Relative Size
In this commercial, relative size is shown in the shot with the man golfing and the three women standing behind him cheering him on. There is also the shot with one one the women standing close up to the camera with the man in the foreground putting a ball (Kind of the opposite relative size), but the only part of the woman shown is her legs and feet.
Feminine Touch
I noticed this category particularly at the beginning of the commercial where the women are first present. Two of the women are just holding their golf clubs when it’s unnecessary. The only time the man is shown with his clubs is when he is actually golfing.
Function Ranking (Unsure of this one)
In the commercial there is a short cut of film where the four golfers are driving golf carts. In the cart up front, the one that the man is in, he is the one driving. This is typically a stereotypically male thing to do.
Licensed Withdrawal
This is seen quite often during this particular commercial. From the very first shot of the women approaching, the camera is in front of them with them walking towards it, but they are obviously adverting their eyes to look at the man.
Gaze Theory in The Men’s Golf Skechers Ad
In this commercial, the purpose of the women is to be looked at. The whole point of the commercial is that a single man gets paired with three attractive women to go golfing and is happy about it.
Shared by: Marie Smith
Image Credit: Golf Ad - https://www.youtube.com/watch?v=hlYpG879q5g