For portfolio post three, I chose to analyze another Christian Dior commercial. This time, however, I chose a perfume commercial for Miss Dior rather than another male cologne commercial.
- relative size — Absent.
- Feminine touch — Present: There is one scene on the beach (at 5 seconds) where the female lead gently tucks her hair behind her ear while staring off into the distance. This was the only example I noticed.
- function ranking — absent
- the family — absent
- ritualization of subordination — absent
- licensed withdrawal — present: Personally, I felt that this was present multiple throughout this commercial. At 5 seconds, and 30 seconds most notably. However, it is important to note that direct eye contact is made with the camera by the female lead many times. For example, at the end of the commercial she stares sternly into the camera and asks, “what would you do for love?”
I noticed that there were several scenes where the female lead is seen embracing a male character (at 22 and 24 seconds). Furthermore, there was a scene of her being chased through the house and down the beach by the same male character. Although these scenes don’t exactly fall into any of the categories in the gender displays, I felt as though it was supporting gender norms.
Shared by: Christopher Zelinski
Image Credit: https://www.youtube.com/watch?v=h4s0llOpKrU