For my twelfth portfolio post, I chose a perfume commercial that claims to be empowering to women. The description of the commercial talks about “the generation that dreams big: strong women, empowered and outspoken.”
- relative size — absent
- feminine touch — absent
- function ranking — absent
- the family — absent
- ritualization of subordination — absent
- licensed withdrawal. — Absent
I was impressed at this commercials ability to show women in a strong empowering manner and simultaneously avoid the violating Goffman’s gender displays. Throughout the commercial the female lead (Zendaya), confidently rides a majestic horse through a city. Although this feels a little strange for a commercial about perfume, it still provides a powerful visual message.
Shared by: Christopher Zelinski
Image Credit: https://www.youtube.com/watch?v=CoHKlLyQQ5k