Goffman’s Categories in Under Armour Advertisements
To find these advertisements, I chose the first option for the searches, “Under Armour Ad Man” and “Under Armour Ad Woman”.
Ad One: https://i2.wp.com/www.gina-carano.org/wp-content/gallery/under-armour-campaign/underarmour-4.jpg
Feminine Touch: Notice the woman in the ad is not exhibiting feminine touch. She is not touching herself/an object in any way.
Licensed Withdrawal: As seen in many of the previous advertisements for athletic companies, the model isn’t looking at the camera because she’s completing an action, inviting the viewer to look at her. Typically in these types of situations, the woman is still wearing something that shows more skin than the woman in this ad.
Ad Two: https://shender66.files.wordpress.com/2012/11/malesex53.jpg
Relative Size: Notice that the man is the center of this ad with the woman in the background.
Relative Touch: The woman has a hand casually thrown over her stomach, exhibiting feminine touch
Licensed Withdrawal: Interestingly enough, this ad has no cases of licensed withdrawal. Notice how both models are looking straight at the camera. I find this interesting, because they are both clearly displaying a lot of skin, which often is seen with Licensed withdrawal as an invitation to look.
Shared by: Anonymous
Image Credit: https://i2.wp.com/www.gina-carano.org/wp-content/gallery/under-armour-campaign/underarmour-4.jpg