Ad Hominem: Givenchy

The word “gentleman” is a weapon. And this ad wields it sado-masochistically. Masochistically in that there’s no reason why two people can’t stand under that umbrella. This guy is obviously glorying in his own abasement.

The woman—a faceless personification of femininity—is a stranger, and a bit shocked by this display. In this way the ad is sadistic, because this “gentleman,” with this showy piece of chivalry of his, is obviously savoring the guilt and shame the woman is feeling by staying dry while he is catching his death. Like most acts of extreme courtesy, a burdensome obligation is placed on the receiver. And it’s clear that the debt can only be repaid sexually. Bet he doesn’t do this with any little old ladies.

  • January 16, 2016