Goffman’s Categories in Tommy Hilfiger Ads
Ad One:
Feminine Touch: In this ad, both of the women are touching themselves in some way (one has her hand on her thigh and the other has her chin resting on her hand though we can’t see it). Notice that neither of the two men in this ad are really touching themselves. One has a hand on the seat and the other is touching one of the girls knees.
Ad Two:
https://i.pinimg.com/originals/67/30/3c/67303c5f368b3b7038cee66c154c94c4.jpg
Relative Size: The way that the man is sitting with his knees parted gives off the impression that he’s taking up more room.
Ritualization of Subordination: The woman is placed beneath the man in this photo, giving the impression that she’s less important.
Feminine Touch: Notice the woman’s hands on the man’s shoe and her chin resting on his leg.
Ad Three:
https://lkbkspro.s3.amazonaws.com/streeters/gs_5a8da3b4-0278-4c9e-ad5d-563eac110003.jpg
Feminine Touch: In this ad, Gigi has one of her hands in her one hair, and the other resting on her shoe.
Ritualization of Subordination: Clearly, Gigi is staring directly at the camera, but notice how she’s sitting with her legs parted even though she’s wearing a dress.
Ad Four:
https://media1.popsugar-assets.com/files/thumbor/9B-LTOGFrXSy0Rke3VJl43EtdWI/fit-in/1024×1024/filters:format_auto-!!-:strip_icc-!!-/2018/02/08/507/n/38922771/4fb38feda39bc1a3_TH_SS18_TommyJeans_Campaign_15/i/King-Combs-Models-Tommy-Hilfiger-Campaign.jpgCompared to the ad featuring only a woman, the pose in this ad is far less provocative. Also notice that the man has his arm propped up on his knee but he’s not clearly touching himself.
Shared by: Marie Smith
Image Credit: https://lkbkspro.s3.amazonaws.com/streeters/gs_5a8da3b4-0278-4c9e-ad5d-563eac110003.jpg