Goffman’s Categories in Men and Women’s Puma Ads
Ad One:
https://miro.medium.com/max/1200/1*2v9srI8HMXwqjcgLdUV2Hg.jpeg
Feminine Touch
Notice that the model in the ad is gently holding the ball even though she’s exercising.
Licensed Withdrawal
The woman in the ad has her body turned towards the camera, but her eyes are adverted. This invites the person viewing the ad to look at her body. Also notice that she is only wearing a sports bra so her abdomen is exposed.
Ad Two: https://www.kreedon.com/wp-content/uploads/2019/06/Puma-Kreedon.jpg
This ad doesn’t feature any of Goffman’s categories. The model isn’t touching herself in any way, and she is looking directly at the camera. The one thing about this ad that strikes me as unnecessary is the fact that the model is only wearing a sports bra (which was common in other puma ads featuring women as well- I counted, and of the first ten images that come up when searching “puma ad women”, seven of them are wearing sports bras, and all ten have their stomaches exposed).
Ad Three: https://d3nuqriibqh3vw.cloudfront.net/styles/aotw_card_ir/s3/media-youtube/yfXdY6SUXq0.jpg?QhoTGD57PAkAzb0XNMW3gdF6XpDmSmYF&itok=AgWaEDIL
This is the first ad that appears upon the search “Puma ad men”. Notice that none of Goffman’s categories are present. The ad is focused mostly on the man’s face, greatly reducing the amount of body to look at, and the model is staring intently into the screen, the exact opposite of Goffman’s Licensed Withdrawal.
Ad Four: https://d3nuqriibqh3vw.cloudfront.net/styles/aotw_card_ir/s3/1._the_man.jpg?itok=wokeRnDP
This was the second ad that comes up under “Puma ad men”. It is very much like the first in the camera angle and eye contact. The model is clearly not being objectified.
Shared by: Marie Smith
Image Credit: https://miro.medium.com/max/1200/1*2v9srI8HMXwqjcgLdUV2Hg.jpeg