Goffman’s Categories in Reebok Shoe Ads

Ad One: https://footwearnews.com/wp-content/uploads/2018/07/reebok-womens-campaign-05.jpg?w=800

This Reebok ad features very few Goffman’s categories. The only one I believe could potentially be argued is Feminine Touch, but I don’t believe this is even a good example of this since she isn’t touching something that’s unnecessary, but supporting her weight on her hands. 

The only thing that sticks out to me about this ad that would differ from the same ad but of a man is that she’s wearing only a sports bra on the top so her stomach is exposed, though the position she’s in prevents the viewer from seeing much.

Ad Two: https://footwearnews.com/wp-content/uploads/2018/07/reebok-womens-campaign-06.jpg?w=683

Feminine Touch: In this ad, notice that Ariana Grande deliberately has her hand raised to touch her hair, exhibiting feminine touch. 

Ad Three: https://assets.teenvogue.com/photos/5d5fecda784bf70008f8a07e/1:1/w_1024%2Cc_limit/%2BC22337-IAMWGroup4-522796.jpg

This photo is featured for the Reebok campaign “It’s a man’s world” which features five women who’ve succeeded in male dominated industries. Notice that the only Goffman Category present is feminine touch, though it’s not a strong example since of the three women touching themselves, you can only see one of the woman’s hands, and she’s at an angle so you can only see one, and not all of it. This ad is also shot from below, so it’s as if the women are looking down at you which is something you don’t typically see featured in ads featuring all women. 

Ad Four:

https://www.paidmodelingjobs.com/wp-content/uploads/2017/08/CrossFit-Athletes-Models-for-Reebok-300×200.jpg

Notice how different this reebok ad is from the ones we looked at of only women. The men in this ad are doing something active while the women weren’t moving and looking at the camera. This features licensed withdrawal, but not the licensed withdrawal we’d expect to see in an ad with women where the purpose is to draw attention to their body. This type of licensed withdrawal draws attention to the action being completed. 

Notice that this ad also has Relative Size, since there is a woman featured in the foreground cheering on the men.

Ad Five: https://images-na.ssl-images-amazon.com/images/G/01/img11/shoes/a_plus_detail/c26-B006T9ARPO-4-s.jpg

This ad, like the last one, features men completing an athletic activity with licensed withdrawal. This was a common aspect of all of the reebok ads I looked at.  

 

Shared by: Marie Smith
Image Credit: https://images-na.ssl-images-amazon.com/images/G/01/img11/shoes/a_plus_detail/c26-B006T9ARPO-4-s.jpg