I chose to analyze this Christian Dior cologne commercial using Goffman’s gender displays.
- Relative size — part way into the commercial a scene is shown where the male lead is walking in an alley with a female and he is clearly placed central and in front of the female character.
- feminine touch — absent
- function ranking– present, one could argue that function is present during the dinner scene as the male lead seems to be a highly important individual taking the female on a date to a restaurant that he appears to have rented out, (lacking other patrons).
- the family — absent
- Ritualization of subordination — present. Within the first ten second of the commercial we are presented with a dinner scene where the male lead clearly initiates the kissing and he comes across as overbearing.
- licensed withdrawal — During the previously mentioned alley scene, the female character never looks in the direction of the camera and instead stares down and away.
Furthermore, throughout the commercial we rarely see the face of the female character, though her body is often visible.
Another thing I noticed was the song choice. Though the lyrics themselves are fairly plain, the slow tempo and deep voice of the singer provide a very sensual setting.
Shared by: Christopher Zelinski
Image Credit: https://www.youtube.com/watch?v=Ocjdar1yqW8