Goffman’s Categories in Jimmy Choo Shoe Ads
Ad One: https://i.pinimg.com/originals/3d/d6/be/3dd6be62367cf59fe86c92ba98c73ab6.jpg
Relative Size
Normally, relative size is used in ads where men are in the foreground and women are in the background, but in this ad, the woman is featured in the foreground.
*** Notice that the woman’s face isn’t in the photo, which portrays her as an object rather than a person. Especially since the only part of her shown is a large portion of her bare leg.
*** Also notice this ad is an example of male gaze, as the male model is openly looking at the female
Ad Two:
https://i.pinimg.com/originals/e5/69/44/e56944f7da9242f838cbe08f718d00f1.jpg
Feminine Touch
The woman’s hand is pretty much in the center of the ad holding the nail polish brush. This seems to be an excuse to draw attention to her hand– it kind of silly since we can clearly see her toes are already painted and she’s wearing shoes that cover some of her nails.
Licensed Withdrawal
The model isn’t looking at the camera (we actually can’t even see her eyes since they’re hidden behind her sunglasses). This invites the viewer to look at the models body rather than her face.
Ad Three: https://footwearnews.com/wp-content/uploads/2016/06/jimmy-choo-prefall-ad-campaign2.jpg
Feminine Touch
This ad exhibits a lot of feminine touch. The woman is touching herself and the shoes in many different places.
Licensed Withdrawal
The model isn’t looking away from the camera (on the contrary, she seems to be making eye contact with the viewer) but she’s also sitting in a very open, suggestive way.
Ad Four: https://i.huffpost.com/gen/1136265/thumbs/o-NICOLE-KIDMAN-JIMMY-CHOO-570.jpg?15
Feminine Touch
Notice the woman is holding a little bag with her hand towards the camera. The way she’s holding it, with her fingers all splayed out, also seems a little awkward.
Licensed Withdrawal
This, like the last ad, shows the model looking directly at the camera, but pose is obviously meant to show off her body.
Shared by: Marie Smith
Image Credit: https://i.huffpost.com/gen/1136265/thumbs/o-NICOLE-KIDMAN-JIMMY-CHOO-570.jpg?15