Goffman’s Categories in Fila Advertisements
Ad One:https://i.pinimg.com/originals/36/f5/94/36f594f666c35f0fe4aadea4fd0257c6.jpg
Relative Size: This ad features two men and two women. Notice the women in the ad appear smaller than the men based on placement and pose. The person the furthest back is a woman, and the person in front is also a woman, but she is positioned lower than everyone else.
Feminine Touch: Notice that the woman at the very front is touching her own leg and her hand is very clearly visible.
Ritualization of Subordination: The woman up front is positioned below everyone else
Ad Two: https://i.pinimg.com/originals/5a/3b/5d/5a3b5da8c7245a80722bdb8a1fab82e0.jpg
Relative Size: The models in this image are pretty much in line with one another, though the man is just slightly closer than the woman. With them standing so close together, the height difference between them is very obvious.
Feminine Touch: Notice the woman’s hand resting on her upper thigh
Licensed Withdrawal: In this image, the woman is looking directly at the camera while the man is very clearly looking down. This is a unique instance in which the man is exhibiting Licensed Withdrawal and the woman is not
Ad Three:https://www.kicksonfire.com/wp-content/uploads/2019/04/FILA-Creator_1-640×426.jpg
Relative Size: Notice how the woman in the picture has her legs curled under her while the man has his stretched out a little. This makes him look as if he takes up far more space than her.
Feminine Touch: The woman in the picture has her hand up to touch her face
Ritualization of Subordination: Notice how the woman is positioned below the man.
Shared by: Anonymous
Image Credit: https://i.pinimg.com/originals/36/f5/94/36f594f666c35f0fe4aadea4fd0257c6.jpg