In this 7th portfolio post, I again chose a perfume commercial to analyze. Namely, the commercial for Giorgio Armani’s Acqua di Gioia perfume.
- Relative size — absent
- feminine touch — present. This commercial took full advantage of feminine touch. The female lead, and only character, exemplifies this at 11, 14, and 21 seconds as well as multiple more times as the commercial progresses.
- function ranking — absent
- the family — absent
- ritualization of subordination — absent
- licensed withdrawal. — present. This is most notable at 39 seconds and at 50 seconds. In both these instances she is laying on her back with an arched back while he arms are extended sensually above her head.
I actually thought this commercial was well made. The slogan of the new scent is “the new essence of joy.” I felt that it was important that they decided not to include a male character when represented joy. This suggests to the viewer that joy can be found without the presence of a man which I think is a valuable lesson for young women.
Shared by: Christopher Zelinski
Image Credit: https://www.youtube.com/watch?v=Rn5Zadn_RmM