Goffman’s Categories in Nike Shoe Ads
Nike is one of the top shoe companies in the work, and it’s advertisements reach many places around the world. In this post, I would like to explore the portrayal of Men vs. Women is their ads.
Ad One: https://i.pinimg.com/originals/43/05/eb/4305ebbe02c3eb550ff3d72b8e9d31c8.jpg
Since this ad only features one woman, the possible Goffman’s categories are Feminine Touch, Family, and Licensed Withdrawal.
Feminine Touch
This is not present in this particular advertisement. Notice how the woman in the ad has her hands away from her as she runs, not touching herself.
The Family
This is clearly not present in this advertisement.
Licensed Withdrawal
It’s true that in this advertisement, the woman isn’t looking at the camera, inviting the audience to view her, but this is expected since she is completing an action in the photo (it is an advertisement for a athletic shoe brand)
Ad Two: https://i.pinimg.com/originals/ab/e4/86/abe486acea704d3205457807330d2d52.jpg
** This advertisement was used in the Men vs. Women nike campaign, hence the saying on the advertisement.
Comparison:
This ad also features the same kind of licensed withdrawal as the one with the woman, though, interestingly, the man’s body is turned slightly less towards the camera than the woman, revealing less of his torso. Also, notice the man is showing far less skin than the woman. They are both wearing shorts, and it makes sense that the woman’s shorts are shorter than the man’s since that is how women’s athletic shorts are made, but the man in the ad is wearing a long sleeved sweater zipped all the way up while the woman is wearing a tank top bunched up to reveal her stomach.
Ad Three: (Cited Below)
Relative Size
The man is closer to the camera than the woman is, and his head is cut off at the top of the image, making him appear much taller than her.
Licensed Withdrawal
Neither of the people in the photo are making eye contact with the camera, but notice you can’t even see the man’s face, while the woman’s profile is perfectly visible.
** Male Gaze: Notice the man in the advertisement is clearly looking at the woman when the woman is just staring ahead
Shared by: Marie Smith
Image Credit: https://www.reed.edu/anthro/adprojects/2011/gould_ramey_butcher/ad4big.jpg