The theory is a portrayal of both women and men, as men are seen as
superior and dominating due to their body language and position within the
frame. They appear to be reflective of thought and intelligence, whereas women
are physically portrayed in a sexual or reclining pose, expressing a blank or
inviting look.
Women are also subject to dismemberment
of the body, where parts of the body is on show, such as legs, rather than the
full body. This is used to sell products, which are not relevant to the
body, such as mobile phones.
The male voice is used more
than women within voice-overs of moving images and commercials, due to
the authoritative tone they posses (deep, low tone).
In his analysis, Goffman addresses
several trends and patterns in how femininity (and masculinity) is portrayed,
as well as the messages these coveys to the viewer. His point is not that it is
impossible to find examples of men performing these poses, but rather that this
happens a lot less frequently, even though there are no ‘natural’ or biological
reasons that this should be the case. Below are a few if the trends he
notes;
1. The Feminine Touch
2. Lying Down
3. The “bashful knee bend”
4. Titled Head/Body
5. Licensed Withdrawal
6. Infantilization
Goffman’s theory in 1972 oF Gender Representations found that advertising uses some of the following conventions;
- Men are shown in dominant positions and appear to be reflective or in thought or showing an educated expression. Women are seen to be in reclining poses with either a sexual or blank expression or in a sexual position.
This is an advertisement from Dolce & Gabbana which shows the males in a reflective mood where the female in front is in a reclining position with the trends of the 'bashful knee bend' , 'lying down' and the 'titled head/body'.
Females are only shown with certain body parts being of focus instead of her whole body being shown.
The image on the left shows the top half of the female model, topless turning away from the camera with an innocent stare towards the camera. The flowers are used to cover the models breasts but it also highlight her undressed back.
The image on the right shows the model’s body is curved and in a somewhat ‘titled position’ with one of her hands up, in a reaching stance. The main focal point for the advertisement is that in the black leather dress, the model’s breasts are highlighted in the low cut dress.
Both of the images place the perfume bottle on the bottom of the picture.
- With voice overs, men have the authority as they have a deeper and sexual voice in moving images rather than the women. The deeper sexual voice is used to draw in the consumers.
Below is a moving advertisement from Dior where the male has the voice over. The advertisement also shows the female in a more revealing way and the male looking more in thought and reflective.
