Goffman’s Categories in Johnston and Murphy Shoe Ads for Women
Ad One: https://i.mdel.net/i/db/2014/9/300081/300081-800w.jpg
Feminine Touch: Notice that the model in the image has her hands on the stool she’s sitting in. Not only is she touching the chair, she has her hands crossed with one on top of the other, so she’s also touching herself.
Licensed withdrawal: This is the other Goffman’s Category that is commonly displayed in advertisements featuring female models. Notice it is not present in this ad. The model is looking directly at the camera.
Ad Two: https://encrypted-tbn0.gstatic.com/images?q=tbn%3AANd9GcTtYWJ8RJQUrLweyzQTlTMhVtk-BiffwtE37A&usqp=CAU
Feminine Touch: Notice that the model is touching the microphone in the photo, displaying feminine touch
None of Goffman’s other categories are present in this advertisement.
Ad Three: https://encrypted-tbn0.gstatic.com/images?q=tbn%3AANd9GcRlshadXCOmlrdwX4u3-zjOwvcwxLgyS97a9Q&usqp=CAU
Feminine Touch: Notice the model is holding both a pen, and a notebook. They very obvious display of Feminine touch is her pressing the pen to her lips, drawing attention to her mouth.
Once again, this is the only Goffman’s Category present.
Johnston & Murphy has many other similar advertisements to these in which the women all exhibit some form of feminine touch, but do not show Licensed Withdrawal. In previous ads I have viewed, I noticed the lack of Licensed Withdrawal tends to be paired with a lack of clothing on the models, but that is clearly not the case for these ads.
Shared by: Marie Smith
Image Credit: https://i.mdel.net/i/db/2014/9/300081/300081-800w.jpg