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=Gender Advertisements=

This book was written by Erving Goffman during the 1970s. It is about the different gender roles in society and in the media throughout the decades. In this book he suggests that there is a clear pattern of gender representation in advertisements, which has been categorized into several theories including Relative size, Feminine touch, Function ranking etc.

Relative Size
This is the representation of men vs. women shown in photographs. This is when the man or the woman is shown as larger, more dominant in the picture.

Feminine Touch
This is when a female is posed holding something very delicately, maybe not even touching it. Examples of this would be in advertisements for women's perfume or handbags.

Family
In a family setting the father tends to keep himself at a distance from the family and have not much of a emotional touch to them like the mother does. There is still the typical mother and daughter and father and son relationships.

Function Ranking
If a man and a woman are pictured together, typically, the man leads. "...women often seemed to appear as subordinate to men within most social structures, including the family and the workforce."

Licensed Withdrawal
Women are pictured as if they are removed psychologically from social situations and typically pictured with their hands on their face

Ritualization of Subordination
The concept in which typically males are shown or placed in a place of power over females. "If a figure is lying down, he/she is subordinate: his/her stance implies that this person is not any threat."