For my 15th portfolio post I chose a new commercial from Giorgio Armani for their new perfume fragrance, My Way. Again I was pleased to see that the focus of the commercial was on the female lead and did not emphasize a heteronormative relationship.
- Relative size — absent
- feminine touch — present, at 49 seconds was the only example of feminine touch that I noticed
- function ranking — absent
- the family — absent
- Ritualization of Subordination — absent
- Licensed Withdrawal — Present, licensed withdrawal was regularly used throughout this commercial. in the first six seconds alone there are multiple examples.
I was impressed that Giorgio Armani chose to represent many different cultures in the commercial. They decided to emphasize the cultural norms of other countries rather than western societal norms. I was glad to see such diversity in the perfume industry when far too often this industry relies on sexuality and targets those from developed nations which often results in the underrepresentation of minorities in perfume commercials.
Shared by: Christopher Zelinski
Image Credit: https://www.youtube.com/watch?v=YAHZKFth9E0