Goffman’s Categories Within Men’s Shoe Ads
Men’s shoe ads tend to feature less models than women’s
Feminine Touch
This is very rarely found in ads with just men, but in some ads where women are present (I looked at one ad where it was only a woman used to advertise for mens shoes) they are often shown touching the man’s legs or the shoes.
Ritualization of subordination
In the ads that I have viewed so far, the women had been portrayed wearing little clothing in positions (sometimes even laying on the ground) beneath the men.
Men are often shown staring directly at the camera, avoiding objectification. In the ads when women are present, they are usually looking at the male model, or their faces aren’t shown in the photo.
Shared by: Marie Smith
Image Credit: Florshein