User:Claudiam11/sandbox

=Gender Advertisements=

This book was written by Erving Goffman during the 1970's. This book talks about how the media views women and how advertisements perceive women. Women are often showcased as objects in the media and this book explains and shows how often this representation occurs and how sometimes the public wont even notice it. Theories like relative touch, feminine touch, and function ranking are explained in the book.

Relative Size
The theory of Relative size talks about how in the media some advertisements portray the women in the advertisement to be small than the male counterpart. Women are viewed as smaller and in vulnerable positions that lead the audience to believe that they are dependent on a male when in reality they are not. In order to make this theory work, size must play an important role in this function.

Feminine Touch
Feminine touch is a theory that states that women are soft, and delicate when holding objects. With this theory the audience view females as soft, delicate, and less than then males. A great example of feminine touch is when in an advertisement you see a women holding on to a product and she is gently touching it and holding it. Many times it is subtle but it is still there and the audience can start to catch on to the theory.

Family
People that you share blood with, or that you are somehow connected with.

Function Ranking
This terms refers to when there is an advertisement and you see more than one person, usually the man will be the bigger person, and will take more space on the picture. The men can be portrayed as bigger and taller compared to women.

Licensed Withdrawal
This term refers to how sometimes women be will be portrayed in a disconnected way. this can make women seem disconnected from the world, can make them appear dumb, or make them seem like they are not interested.

Ritualization of Subordination
This term refers to the way that women are shown in advertisements. Women are shown laying down, in uncomfortable positions that normally they wouldn't be in. The men are shown to be strong, tall, and masculine.