For my 17th portfolio post I chose a commercial from a cologne company I hadn’t heard of before, Azzaro Pour Homme.
- Relative size — Absent
- Feminine touch — Absent
- Function ranking — Absent
- the family — Absent
- ritualization of subordination — Absent
- licensed withdrawal — absent
The commercial really impressed me due to its ability to remain sexy and sleek without violating Goffman’s Displays. Although the female lead does not perform licensed withdrawal, the cameras give us a shot of her legs as she walks across the table (14 seconds). This invites the viewer to look but without her withdrawing. Instead she is shown as strong and confident. The male lead does not participate in ritualization of subordination (if anything, the opposite could be argued). Overall, the commercial is attempting to convince the viewer that if they wear this cologne women will come after them (pretty ridiculous if you ask me). However, I am impressed that they did not violate the Gender displays.
Shared by: Christopher Zelinski
Image Credit: https://www.youtube.com/watch?v=eftIBrBbdMo