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=Gender Advertisements= This book was written by Erving Goffman during the 1970s. Within this book, Goffman covers a variety of topics regarding as to how gender and advertisements have a specific role that is played together. Some of the theories he used were Relative Size, Feminine Touch, Function Ranking, Family, Licensed Withdrawal, and Ritualization of Subordination.

Relative Size
Relative Size pertains to the idea that the advertisements always show the male as being dominant by being larger and typically over the female in some way. This often makes the male look larger than the female, even if she is actually bigger in real life.

Feminine Touch
Goffman suggests that Feminine Touch is when a woman is presented holding or touching an object but typically only with her fingertips. Whereas males in advertisements are shown grasping an object, not just lightly touching it.

Function Ranking
Goffman's idea of "function ranking" is when a man takes on a more executive role whereas the woman has a less impressive or important role.

Family
"Family" in Goffman's theories are typically shown where the children are with their mother smiling and happy looking, where the father is typically off in the distance a little bit looking after his family with a more serious look on his face.

Licensed Withdrawal
Goffman's licensed withdrawal is often used on women. Licensed withdrawal is when the woman is photoed looking off into the distance or typically has something covering her face. Her mouth is usually slightly open, with this look, the woman typically looks like she is going through "withdrawal".

Ritualization of Subordination
Ritualization of Subordination is another term that is usually geared towards women. This is when women are in a more vulnerable position (however, men can also be grouped into this, it is just less likely). Typically her legs are bent in a strange way or she is typically lying down.