For Portfolio post number six, I again chose a Giorgio Armani cologne commercial. This time, however, the commercial has more than one character.
- relative size — absent
- feminine touch — present: there is one minor example of this at 30 seconds when the female lead gently brushes the hair out of her face in what feels like an unnatural manner.
- function ranking — absent
- the family — absent
- ritualization of subordination — present: from 35-40 seconds in the video we have an excellent example of ritualization of subordination. The male lead approaches the female lead and leans over her while gently touching her hand.
- Licensed withdrawal — absent
Even though this commercial does violate a few of the gender displays, I was impressed that the commercial still was able to capture the silliness of Ryan Reynolds. For example, at 8 seconds when the two leads meet, he seems to forget why they are meeting for a second before pulling a roll of undeveloped film out of his pocket. This example also serves a second purpose. I felt that by allowing Ryan to act in this manner it makes the female lead appear more capable and confident in her role which i thought was great to see in a male cologne commercial.
Shared by: Christopher Zelinski
Image Credit: https://www.youtube.com/watch?v=lxEhFS0hmOU