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=Gender Advertisements= In the book Gender Advertisements, Erving Goffman uses many images and advertisements as examples to illustrate the idea of patterns of gender representation he found in advertisements. It details the representation of the different genders, roles, and social class and how they are carefully positioned to shape the way we see them. The patterns that he identified include relative size, feminine touch, family, function ranking, licensed withdrawal, and ritualization of subordination.

Relative Size
In a case where there is interaction between the subjects of the image, the size and height of the subject in the context reflects their social power and importance.

Feminine Touch
Having women barely touching or holding objects illustrate the idea that women are delicate and soft.

Family
A group that includes a woman, a man, a boy and a girl. It is often shown depicting a special bond between the woman and the girl, the man and the boy.

Function Ranking
Traditional gender roles dictate what an individual is able to do.

Licensed withdrawal
Women pictured psychologically removed from the social situation, leaving them disoriented and dependent on others.

Bashful knee bend
Positioning women in vulnerable positions that prevent them from escaping quickly, alluding to their dependence of others.

Head cant, Body cant
The leaning of the body that indicates the acceptance of subordination and expression of submissiveness.

Infantilism
Not taking women seriously by having them act childish.

Ritualization of Subordination
A stereotype of physically lowering oneself or even lying down as a form of inferiority.