Revisiting Erving Goffman Essay

Open, View, and/or
Download this Document

Total Length: 487 words ( 2 double-spaced pages)

Total Sources: 0

Page 1 of 2

Gender and Ads

In "Gender Advertisements," Erving Goffman argues that gender is a pervasive theme in modern advertising. The theme of gender is critical to advertisements because of the universal nature of gender, and because personal identity is inextricably linked with gender. Consumer behavior will be motivated best by advertisers skillful in exploiting the gender construct. Goffman shows that advertisements both create and reflect gender norms. By constructing an exaggerated patriarchy through imagery and symbolism, advertisers proscribe consumer behavior. Consumer behavior in turn influences general social norms. The author ultimately points out the subtle and overt patterns that pervade advertisements, encouraging strong media literacy.

Feminine Touch

As Goffman points out, "women, more than men, are pictured using their fingers and hands to trace to outlines of an object or to cradle it or to caress its surface," (29). Goffman calls this type of touch "ritualistic," because it differs from the mundane utilitarian touching for object manipulation (29). In advertisements like the Estee Lauder makeup advertisement, the ritualized feminine touch is also sexually charged.

Stuck Writing Your "Revisiting Erving Goffman" Essay?

View All Our Example Revisiting Erving Goffman Essay

Have A Custom Example Essay Written

The model brings her fingers, which are phallic surrogates, to her slightly open, pouty mouth. IN so doing, the feminine touch mimics fellatio.

Ritualization of Subordination

The ritual of subordination in advertisements plays on gender hierarchies and social stratifications. Advertisers capitalize on existing gender hierarchies by exaggerating the relationships between persons in power and subordinates. Props and staging in advertisements help to create the ritual of subordination. For example, "beds….....

Show More ⇣

     Open the full completed essay and source list


OR

     Order a one-of-a-kind custom essay on this topic


sample essay writing service

Cite This Resource:

Latest APA Format (6th edition)

Copy Reference
"Revisiting Erving Goffman" (2012, November 08) Retrieved May 19, 2024, from
https://www.aceyourpaper.com/essays/revisiting-erving-goffman-107512

Latest MLA Format (8th edition)

Copy Reference
"Revisiting Erving Goffman" 08 November 2012. Web.19 May. 2024. <
https://www.aceyourpaper.com/essays/revisiting-erving-goffman-107512>

Latest Chicago Format (16th edition)

Copy Reference
"Revisiting Erving Goffman", 08 November 2012, Accessed.19 May. 2024,
https://www.aceyourpaper.com/essays/revisiting-erving-goffman-107512
   

Open, View, and/or
Download this Document
order custom essay example