User:Hur5tonTr33/sandbox

=Gender Advertisements= This book was written by Erwing Goffman during the 1970's. In this book he suggests that a 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 the contemporary commercial landscape, showing how American popular culture reflects, and in turn shapes normative ideas masculinity and femininity."

Relative Size
This term is meant to represent how typically a man will be presented as physically larger than his female counterpart. This is meant to create a subtle concept of male dominance and strength over a woman.

Feminine Touch
In comparison between men and woman, they are shown to carry objects differently in the world of advertising. This term focuses on the female touch, and how a woman's hand will be shown to be gently grasping objects. It makes her look delicate and passive, with her grasp barely affecting her surroundings.

Family
Goffman was referring to how media will portray the classic nuclear American family. With a father, mother, daughter, and son. He noted how the father was constantly being depicted as physically distant. While the family was huddled close, he was always further away shown to be watching over them as a kind of protector. He also notes that the father and son will be more assertive and take on physical roles even if an ad's message is family inclusive.

Function Ranking
This term refers to how men are depicted in media as having a higher function than women based on roles. An example would be a man would shown as doctor and a woman a nurse in an ad. The doctor has more power in comparison to the nurse.

Licensed Withdrawal
This will typically refer to how a female gaze is presented in advertisements. Women in media will be shown to have a gaze that makes look as though they are disengaged from their surroundings, and thus will make them look passive and in certain cases even childish and immature.

Ritualization of Subordination
Women, especially in print media, will be shown in a position that's low to the ground and leaves them looking vulnerable. This creates a sense of passiveness and subservience of the female subject. It will literally objectify her in a way that leaves looking like nothing more than something that must be taken cared of.