For my 20th portfolio post I again chose a YSL beauty commercial. This time I analyzed the new Yves Saint Laurent commercial which definitely aimed to present the female lead in a powerful manner. As a result, very few of Goffman’s gender displays were violated
- Relative size — absent
- feminine touch — absent? one could argue that at 5 seconds she is performing feminine touch. However, in my opinion she was not, rather, she tugs on her jacket in a tough badass kind of way which I felt simply reinforced the powerful confident female image that they are clearly trying to present.
- function ranking — absent
- the family — absent
- ritualization of subordination — absent
- licensed withdrawal — absent
Again this commercial lacked a male lead which I think is an important step in the improvement of perfume commercials. I was glad that YSL again chose to advertise for their perfume by presenting women in a powerful self-reliant manner as opposed to the stereotypical delicate female that is far to often present in these commercials.
Shared by: Christopher Zelinski
Image Credit: https://www.youtube.com/watch?v=0lXQ9wBSMYA