For my fifth portfolio post I decided to analyze a cologne commercial from Giorgio Armani.
- Relative size — absent
- feminine touch — absent
- function ranking — absent
- the family — absent
- ritualization of subordination — absent
- licensed withdrawal — present: although this commercial only has one male character, he takes part in licensed withdrawal throughout the video. For example, at 34 and 36 seconds. In fact, he only makes eye contact with the camera once at 3 seconds.
I found this commercial interesting because it only contains one character. This makes it difficult for the video to violate any of the categories of Goffman’s gender displays. However, i did find it intriguing that the male lead still fit into the stereotypical ideal of a man. He was a tall, attractive, and athletic individual and perhaps this provides sublingual cues to the viewer about the product.
Shared by: Christopher Zelinski
Image Credit: https://www.youtube.com/watch?v=IwkBwCfPGMw