For my 9th portfolio post I analyzed a new cologne commercial from Dolce and Gabbana. I found the commercial intriguing due to the many different interactions that take place throughout.
- relative size — absent
- feminine touch — absent
- function ranking — absent
- the family — absent
- ritualization of subordination — present. In the middle of the commercial (36-41 seconds) we are presented with a scene where the main male character approaches a women who we never fully see. He makes the advances and eventually kisses her in an overbearing manner.
- licensed withdrawal –absent
The commercial begins with the male lead going out into a vineyard and interacting with the workers in the field. To me this signified that he is a well off business owner interacting with his employees. Further in the commercial, we see a clip of him holding a child on his shoulders (immediately after we see him kissing an attractive woman). This clip stood out to me as unexpected. Everything up to this point in the commercial felt like a stereotypical representation of a male in a powerful position. However, this scene felt like an attempt to break the norm and suggest that men caring for children is acceptable and encouraged. Of course, this scene is quickly followed by a scene of the male lead flexing his abs for the camera which takes away from the caring aspect introduced by the scene with the child.
Shared by: Christopher Zelinski
Image Credit: https://www.youtube.com/watch?v=9iQNWtXkNZI