User:Jonnyrice94/sandbox

=Gender Advertisements= "Gender Advertisements" was a book written by Erving Goffman in the 1970's. This book discussed Goffman's theories surrounding the representation of women in advertising and the various methods to achieve this. Goffman's six theories are relative size, feminine touch, family, function ranking, licensed withdrawal, and ritualization of subordination.

Relative Size
Relative size is a perceptual clue that allows the viewer to determine how close an object is to the lens of the camera. In advertising, it is used to portray men as larger than women and therefore more powerful and dominant. This shows the traditional, inferior view of women in society and advertising.

Feminine Touch
Feminine touch is when a woman touches a man or object in a way that is loose, and not gripping the object tightly. This theory is depicted in advertising as women loosely gripping objects to appear weak, submissive and overall inferior. Men, on the contrary, are shown tightly grasping object to show strength and dominance.

Family
Family means that when families are depicted in advertising, parents are shown to be closer to their children of the same gender, and men are shown slightly separated from the rest of the family. This is meant to show a protective nature of the man in the family, showing him as the security of the family.

Function Ranking
Function ranking is when men and women collaborate to complete a task, and the man takes the "executive role." This is used to portray the gender roles of men and women by showing men in a dominant role, while women take the backseat to appear submissive and inferior.

Licensed Withdrawal
Licensed withdrawal is the custom in advertising of women appearing in a state of withdrawal, often appearing dreamy or looking down and away from the camera. This pose implies that the woman is not paying attention to the world around her, and that she is psychologically removed from the situation at hand. Men are often looking directly at the camera as a display of power and dominance.

Ritualization of Subordination
Ritualization of subordination is the tradition of women being portrayed lying down or sitting closer to the ground as to appear submissive and inferior,  while men appear more in positions of power. This is used in advertising to display a man's dominance over women, while women are often pictured lower than their male counterparts.