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=Gender Advertisements= Erving Goffman wrote the book Gender Advertisements in 1970's. In this book he focus's on how advertisements use specific techniques to attract their audience through their pictures. Such as Relative Size, Feminine Touch, Family, Function Ranking, Licensed Withdrawal and Ritualization of Subordination.

Relative Size
Relative size is the difference in bias media advertisements of how masculinity and femininity is portrayed in advertisements. Such as the size of men being taller and doing more of the action. Whereas the woman, sits there and looks pretty.

Feminine Touch
Feminine touch is when a woman is being very soft and gentle with her hands, "Just barely touching" an object.

"The soft, delicate, caressing touch (Goffman calls it "ritualistic touching") conveys the idea that the product being caressed is precious and desirable. A variation of this is self touching;  the women's body becomes the precious product - another way in which females are dehumanized and objectified in common mass media images."

Family
Family is a picture of the families social structure, showing the bond between the father, mother, son and daughter.

Function Ranking
Function Ranking is when a man and woman participate in the same situation. A man usually takes on the executive role, showing they are in control of the situation.

"The second category, function ranking, was created after Goffman noted the continued presence of women as subordinate to men within the family structure, the workforce, and nearly any other social arrangement." "His work was not meant to reflect gender behavior in real life or in advertising as a whole. Rather, it was meant to demonstrate that “as pictures they are not perceived as peculiar or unnatural"."

Licensed Withdrawal
Licensed withdrawal is when a woman covers her face or has her hands pressed against her face. Such as the lips, cheeks and eyes.

Ritualization of Subordination
Ritualization of subordination is the way a woman portrays herself in a picture, laying on the floor, "body can't" when a woman is crossing arms, "bashful knee bend" by bending knees with hand covering. The way a man portrays by standing tall and head high.