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=Gender Advertisements= This book was written by Erving Goffman during the 1970's. In this book he suggests that a distinct pattern is found in gender representation in advertising, which has been categorized into several theories including relative Size, feminine Touch, Family, Function Ranking, Licensed Withdrawal, and Ritualization of Subordination. It presents a "groundbreaking analysis of advertising to the contemporary commercial landscape, showing masculinity and femininity."

Relative Size
Social status usually being expressed by size.

Feminine Touch
Women is shown lightly or delicately outlining or holding an object.

Family
Family's are seen with mom and daughter together or son and father together or the father stands back as if he is protecting to them.

Function Ranking
Man or women are shown collaborating to do something and the man is seen doing it as the women is seen watching.

Licensed Withdrawal
Women often shown looking away, face covered, or in a dreamy state.

Ritualization of Subordination
Women are made to lower her body, such as lying down, in a state of helplessness.