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-Gender Advertisements-

This book was written by Erving Goffman during the 1970s. https://www.thoughtco.com/erving-goffman-3026489 In the book, Goffman presents theories on a pattern of gender representations in advertising. These theories include [Relative Size], [Feminine Touch], and [Function Ranking]. Examples of theories can be found here. https://www.thoughtco.com/the-presentation-of-self-in-everyday-life-3026754

=Relative Size= This theory, presented by Goffmann, touches on the size of men and women in advertising. Typically men are pictured larger, taller, or higher up than women. This is slightly related to Function ranking. =Feminine Touch= This theory, presented by Goffmann, women are often seen holding objects in a way that is not functional. Women are pictured holding things in a dainty or gentle way, where men are shown holing things tightly or aggressively.

Function Ranking
This theory, presented by Goffmann, explains how when women are shown with men it is often shown in a way where the woman is assisting or following the man, while he does the work or leads.