Gender Displays in Bleu de Chanel advertisement

For the second post, I analyzed a Chanel fragrance commercial using Goffman’s gender displays

• Relative size — present, in one scene (at 28 seconds) we clearly see a giant poster of the male characters face overlooking the city.
• feminine touch — absent
• function ranking — present, in the opening scene of the commercial the male character appears to be leading a team comprised of only women in an investigation of some sort.
• the family — absent
• ritualization of subordination — absent
• licensed withdrawal — absent

Something interesting I noticed in this ad was that if anything it was the male character that was performing licensed withdrawal (if that is even applicable to men).

Shared by: Christopher Zelinski
Image Credit: https://www.youtube.com/watch?v=tgetStLp1PU

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