Goffman’s Gender displays in Chanel perfume commercial

For my fourth Portfolio Post, I looked at another perfume advertisement this time from Chanel.

• relative size — absent
• feminine touch — absent
• function ranking — absent
• the family– absent
• ritualization of subordination — absent
• licensed withdrawal — absent

Surprisingly, this commercial did not seem to violate any of Goffman’s gender displays. In fact, my interpretation of this advertisement was that it was about female empowerment and overcoming difficulties. (as represented by the strands of ribbon holding her back).

Shared by: Christopher Zelinski
Image Credit: https://www.youtube.com/watch?v=X_y38L1RINU

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