Goffman’s Categories in Johnston & Murphy Ads Featuring Men
Ad One: https://yesassets.s3.amazonaws.com/sarahlaird/cache/sarahlaird-87164-w1200-h800-q80-rz3-b75-f0.jpg
It is more difficult to find Goffman’s Categories in Ad’s featuring only men since most of them are based off of women so I’m going to discuss the ads in relation to those of the women.
In this ad, notice the man is touching himself just as the women were, and is looking directly in the camera in the same way. This form of touching though is different from the Ads with the women, because notices how you can’t see the hand in his back pocket, while for the woman, when they were touching things there hands were often visible.
Ad Two: https://encrypted-tbn0.gstatic.com/images?q=tbn%3AANd9GcST6eLpicOUd_4iC-TemFoAAJhYOJZOu4zwoQ&usqp=CAU
Notice that this Ad also features a man touching something, though this tie both of his hands are visible, making it more similar to the ads of the women.
Also notice that this is the first ad featuring Licensed Withdrawal. The man in the photo has his face turned away from the camera, inviting the viewer of the ad to look at his body rather than directly at his face.
Ad Three: https://www.google.com/imgres?imgurl=https%3A%2F%2Fwww.dexigner.com%2Fimages%2Farticle%2F24192%2FJohnston_and_Murphy_2014_Fall_04.jpg&imgrefurl=https%3A%2F%2Fwww.dexigner.com%2Fnews%2F27748&tbnid=1k2DPz0CnV70LM&vet=10CA4QxiAoA2oXChMI0Oub3MLB7AIVAAAAAB0AAAAAECo..i&docid=7oZtIRpiYmj6rM&w=2225&h=2880&itg=1&q=Johnston%20and%20Murphy%20womens%20ad&ved=0CA4QxiAoA2oXChMI0Oub3MLB7AIVAAAAAB0AAAAAECo
Once again, the man in this ad is holding something, but we cannot see his hand, differentiating it from the Feminine Touch we saw in the ads with women.
The model in this ad is once again looking directly at the camera, not showing any Licensed Withdrawal.
Ad Four: https://d3nuqriibqh3vw.cloudfront.net/jm_ladiesgentlemen_aotw_0.jpg
The thing that sticks out the most to me in this ad (besides the fact that it is the man and not the woman demonstrating Licensed Withdrawal) is Ritualization of Subordination. If you look at the mans legs, you can seem him leaning into the woman while the woman is standing up straight.
ALSO FEATURED: Male Gaze. In this ad, we can clearly see the man looking at the woman.
Ad Five: https://www.google.com/imgres?imgurl=https%3A%2F%2Fyesassets.s3.amazonaws.com%2Fsarahlaird%2Fcache%2Fsarahlaird-87165-w1200-h800-q80-rz3-b75-f0.jpg&imgrefurl=https%3A%2F%2Fsarahlaird.com%2Fnews%2Fview%2Faprilhughesjohnstonmurphyfw2015&tbnid=qncN1HIEsstmbM&vet=10CAcQxiAoB2oXChMI0Oub3MLB7AIVAAAAAB0AAAAAECo..i&docid=chXVaLARhDaSWM&w=617&h=800&itg=1&q=Johnston%20and%20Murphy%20womens%20ad&ved=0CAcQxiAoB2oXChMI0Oub3MLB7AIVAAAAAB0AAAAAECo
Relative Size: It’s not super obvious, but notice how the man is more towards the front of the image while the woman is placed slightly behind him.
Feminine Touch: Notice the woman’s arm resting on the man’s shoulder
Licensed Withdrawal is not present in this image. Both models are looking directly at the camera.
Shared by: Marie Smith
Image Credit: https://d3nuqriibqh3vw.cloudfront.net/jm_ladiesgentlemen_aotw_0.jpg