Goffman’s Categories in GEOX Women’s Shoes Commercials
In 2012, there were three commercials released for GEOX women’s shoes about three different women with three different life styles wearing GEOX shoes.
Commercial One: (https://www.youtube.com/watch?v=FVzwPOCqBYk)
Feminine Touch
The woman in this commercial shows examples of Feminine touch. The first time is right at the beginning, when she wakes up in bed with a man and gently touches her mouth as if shocked.
Function Ranking
This is actually an interesting thing to look at in this particular commercial. In a short clip it appears the woman is at work and there is a male there as well who I think we can assume is a co-worker. The woman appears to be giving someone directions (something usually associated to positions of power) while the man is off in the background talking to someone.
Licensed Withdrawal
Throughout the whole commercial, there is only one time that the woman looks directly at the camera (at the very end). Other times she’s looking at her surroundings. While this invites you to look at her, this is kind of the point of the commercial since you’re supposed to be looking at her life.
Commercial Two: https://www.youtube.com/watch?v=fK5rEBpsiGY
Feminine Touch
This is shown a few times throughout the commercial. Right at the beginning when the woman wakes up, she is shown touching her face and hair multiple times as she’s getting ready.
Function Ranking
In the Commercial, the woman appears to be starting a new job, and the person portrayed as her boss is a man.
Licensed Withdrawal
Much like the first commercial, there is only one time that the woman looks directly at the camera (at the very end). Other times she’s looking at her surroundings. While this invites you to look at her, this is kind of the point of the commercial since you’re supposed to be looking at her life.
Gaze Theory: There was a moment within this commercial in which the woman was adjusting her skirt which was pulled up her thighs. The shot was focused in just on her legs
Commercial Three: https://www.youtube.com/watch?v=XjW4zvnEemw
Feminine Touch
This is shown in the gentle way the mother touches her children when they come to wake her up in the morning.
Function Ranking
The woman is shown at work speaking in what is shown as an aggressive manner to her all male coworkers who look impressed with her (not because of her work, but because she catches a pencil)
The Family
The woman has two kids and she is shown taking care of them multiple times throughout the commercial while there is no husband figure present.
Licensed Withdrawal
The woman doesn’t look at the camera in this commercial (Even at the end when it cuts out it doesn’t seem like she is going to), inviting the viewer to look at her and her life.
Shared by: Marie Smith
Image Credit: https://www.youtube.com/watch?v=FVzwPOCqBYk https://www.youtube.com/watch?v=fK5rEBpsiGY https://www.youtube.com/watch?v=XjW4zvnEemw