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=Gender Advertisements= A book written by Eric Goffman during the seventies. Throughout this book Goffman implies that there are several patterns of behavior in advertising. These patterns of behavior include Relative Size, Feminine Touch, Family, Function Ranking, Licensed Withdrawal, and the Ritualization of Subordination.

Relative Size
The representation of social weight or status though individuals height, weight, etc. Goffman points out that women are often pictured smaller and of less social status then their male counterparts.

Feminine Touch
The positioning off female hands and fingers around an object so that they are merely caressing or daintily holding an object.

Family
The ritualized depiction of the 'typical' family in society. This family has commonly been labeled the Nuclear Family. This nuclear style of family often has a mother and father figure who follow societal gender roles that have at least one child.

Function Ranking
The perception that when men or women are completing an action the man is doing the ‘executive role’.

Licensed Withdrawal
The dreamy, withdrawn, or blank gaze that makes women seem disconnected from their environment

Ritualization of Subordination
The portal that women are seen as submissive or powerless in relationship to their male counterparts by often times being pictured laying down on the ground. Goffman describes that this portrayal of women leads to the belief that women are often more vulnerable than men.