Goffman’s Categories in American Apparel Shoe Ads
Ad One:
Relative Size
This isn’t a strong example of relative size, but if you notice, the woman is standing on her toes, making the man seem taller than her, and the man is slightly closer to the camera than she is
Licensed Withdrawal
Neither of the subjects faces are shown in the shot, but notice that the woman is showing more skin and is in a far more open pose than the man with her leg lifted. This pose is also a display of ritualization of subordination.
Ad Two:
Feminine Touch
This is seen in the way that the woman lifts her dress.
Ritualization of Subordination
Notice that the woman is kneeling, putting her beneath the man.
Ad Three:
Ritualization of Subordination
Notice how the woman is kneeling between the man’s legs and is featured lower down than him. This is also a very sexual position she is in.
Ad Four:
Feminine Touch
This is seen in the way the woman rests her hands on her hips.
Relative Size
While the woman is position in front of the man in this shot, the way he’s standing with his legs apart makes it look like he takes up more space than her and is much bigger.
Ritualization of Subordination
(Unsure of this one)
The woman in this ad comes off as submissive since the man is openly touching her while she stands there with her hands on her hips.
Ad Five:
Ritualization of Subordination
This is very prevalent in this ad. Notice that the woman is positioned beneath the man while he stands. She is also displayed as submissive in the way that he touches her.
Other thoughts: Women are very much objectified throughout these ads. They are seen as sexual objects when the man is able to touch freely.
Shared by: Marie Smith
Image Credit: https://fuckingyoung.es/wp-content/uploads/2011/11/americanapparelshoes1.jpg