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=Gender Advertisements=

This book was written by Erving Goffman during the 1970s. In this book he interprets a distinct pattern that is represented in gender in advertisements, which has been categorized into several theories including Feminine Touch, Family, Relative Size, Function Ranking, Licensed Withdrawal, and the Ritualization of Subordination. It displays a "groundbreaking analysis of advertising to the contemporary commercial landscape, showing how American popular culture reflects, and in turn shapes, normative ideas about masculinity and femininity." Jhally, Sut "The Codes of Gender"