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=Gender Advertisements= Erving Goffman wrote the book Gender Advertisements in the 1970's.This booked described the different nature's of media. Such topics are covered in the book in detail regarding to media bias and advertisements. Terms Goffman addressed in the book are relative size, feminine touch, family, function ranking, licensed withdrawal, and ritual subordination.

Relative Size
Relative size is the difference in bias media advertisements of how masculinity and femininity are portrayed in advertisements. Such as the size of men being taller and more direct than women. Also, women perhaps may be represented in having a smaller role then the man in the advertisement picture or video.

Feminine Touch
It is when a woman touches a man or an object in a way that is very loose, and not gripping the object hard or tightly. Feminine touch is often portrays was females in advertising are posing while using their hands or fingers to hold gently or cradle and object. This type of gentle touch encourages the possible idea that the woman is weak and vulnerable to a masculine figure. "Women often touch themselves. This is a kind of situation that does not deal with men."

Family
When families are portrayed in advertising, parents are depicted closer to their children of the same sex and in some cases the men are shown separate from the rest of the family. Usually always a closer relationship between mother and daughter and between father and son in the family.

Function Ranking
This is when women and men are partaking in a task or role and the masculine figure takes the executive role in the task. Also, Goffman explains function ranking as when mean and women are used in advertisements in the workplace, in public, or at home. Many media advertisements have shown females and males together where the man plays the leadership role. In which the media bias portrays the masculine individual as the top function rank. In addition, the man is shown as the executive role with children, not always just females in function ranking represented in media advertisements.

Licensed Withdrawal
This deals with women and feminine individuals often pictured not paying attention to things going on around them. Also, hiding their faces, or covering their eyes or faces with objects such as sunglasses, or their hand, etc. Often gazing off somewhere, but never looking directly into the camera. Women also show this withdrawal symptom when they turn their head or body away from the camera by facing a different direction. They show they are submissive because masculine qualities will look and intimidate the audience of the media picture advertisement.

Ritual of Subordination
This definition of bias media is when a women's role is expressed through her body and positioning of herself. Such as when a feminine individual physically lowers their body for a media picture advertisements by laying down, bending their knees, showing their body but no head, sitting and not standing, and more. By being lower to the ground and not standing up tall they give off feminine qualities that differ from a masculine figure. This shows submissive qualities towards a masculine individual because they stand up tall and do not lie down in media bias advertisement pictures. "An alternative interpretation of what we have interpreted as the generic determination of similar representation across the genders is that the hyper–ritualized subordination of women in advertising discussed by Goffman 1979 has become less pronounced or less frequent or both, two decades on."