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=Gender Advertisements=

This book was written by Erving Goffman during the 1970s. In this book he suggests that a distinct pattern is found in gender representation in advertising, which has been categorized into several theories including Relative Size, Feminine Touch, Family, Function Ranking, Family, Licensed Withdrawal, and the Ritualization of Subordination. It presents 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."