Gender Advertisements
 | It has been suggested that this article be merged into Gender advertisement. (Discuss) Proposed since December 2014. |
| File:Gender-advertisements.jpg | |
| Author | Erving Goffman |
|---|---|
| Illustrator | |
| Country | United States |
| Language | English |
| Genre | Non-fiction |
| Published | 1979 |
| Publisher | Harvard University Press |
| Media type | |
| Pages | 94 pages |
Gender Advertisements is a 1979 book by Erving Goffman that deals with the topic of gender representation in advertising.[1][2] It was first published on 31 January 1979 through Harvard University Press. In the book Goffman examined over 500 advertisements in order to find general patterns in stereotypical gender representation, which he placed into six categories.[3]
Categories[edit]
Goffman noticed six common categories in advertising:[4][5]
- Relative Size: Goffman argues that social situation is expressed through the relative size of the persons in the advertisements, with men showing their superiority through their girth and height.
- Feminine Touch: Women are frequently depicted touching persons or objects in a ritualistic manner, occasionally just barely touching the object or person.
- Function Ranking: When a man and woman are shown in a collaborative manner, the male is more likely to be shown as the higher ranked person than the woman.
- The Family: When families are depicted in advertising, parents are shown to be more close to their children of the same gender and in some instances men are shown separate from the rest of the family, in a protective manner.
- Ritualization of Subordination: Difference is expressed by lowering oneself physically. Superiority and disdain, holding the body erect and the head high.
- Licensed Withdrawal: Goffman states that women in advertisements are frequently depicted as removed from the scene around them, either physically turning away from the scene or appearing lost in thought.
Reception and impact[edit]
In her 2001 work Measuring Up: How Advertising Affects Self-Image, Vickie Rutledge Shields stated that the work was "unique at the time for employing a method now being labeled "semiotic content analysis"" and that it "[provided] the base for textual analyses ... such as poststructuralist and psychoanalytic approaches".[6] She also noted that feminist scholars like Jean Kilbourne "[built] their highly persusasive and widely circulated findings on the nature of gender in advertising on Goffman's original categories".[6]
Further reading[edit]
- Belknap, Penny; Leonard II, Wilbert M. (August 1991). "A conceptual replication and extension of erving goffman's study of gender advertisements". Sex Roles. 25 (3–4): 103–118. doi:10.1007/BF00289848. Retrieved 12 December 2014.
References[edit]
- ↑ Riggins, Stephen Harold (1990). Beyond Goffman: Studies on Communication, Institution, and Social Interaction. Walter de Gruyter. pp. 4, 12, 54–56, 277–280. ISBN 9783110122084. Retrieved 12 December 2014. Search this book on
- ↑ Bell, Philip; Milic, Marko (June 2002). "Goffman's Gender Advertisements revisited: combining content analysis with semiotic analysis". Visual Communication. 1 (2): 203–222. doi:10.1177/147035720200100205. Retrieved 12 December 2014.
- ↑ Russell Hochschild, Arlie (2003). The Commercialization of Intimate Life: Notes from Home and Work. University of California Press. pp. 45–47. ISBN 0520214870. Retrieved 12 December 2014. Search this book on
- ↑ Kang, Mee-Eun (December 1997). "The portrayal of women's images in magazine advertisements: Goffman's gender analysis revisited". Sex Roles. 37 (11–12): 979–996. Retrieved 12 December 2014.
- ↑ Smith, Greg. Erving Goffman. Routledge. pp. 62, 68, 91–93, 116. ISBN 9781134252671. Retrieved 12 December 2014. Search this book on
- ↑ 6.0 6.1 Rutledge Shields, Vickie (2001). Measuring Up: How Advertising Affects Self-Image. University of Pennsylvania Press. pp. 35–39. ISBN 0812236319. Retrieved 12 December 2014. Search this book on
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