Men’s Adidas Ads Verses Women’s Adidas Ads

Ad One (Featuring both genders): https://i.pinimg.com/originals/1c/79/e0/1c79e04e4af1f64297eb9e8769c4e648.jpg

Notice that this ad doesn’t prominently feature Goffman’s Categories.

Categories that could apply in this ad:

Feminine Touch: The woman is not touching herself or any objects

Relative Size: The man and woman are taking up equal amounts of the shot, and the camera isn’t positioned in a way in which he looks bigger than her.

Ritualization of subordination: The woman is not positioned lower than or beneath the man.

Licensed withdrawal: This one might apply slightly. While neither of the models are looking at the camera, this is because they’re completing an action and the view is supposed to look in on what they’re doing.

The only part of the ad that seems unequal is that the woman is wearing less clothes than the man, though what she is wearing is something some people are commonly seen running in (In media. I’ve never actually seen someone running in just a sports bra in real life)

Ad Two:

https://adsofbrands.net/images/commercial_origin/96579276a61c4fa.jpg

Feminine Touch: The woman in the ad isn’t touching herself in any unnecessary way.

Licensed withdrawal : Once again, the model isn’t looking at the camera, but this is because the point of the ad is the action that she is engaged in.

Once again, the woman featured is only wearing a sports bra on top.

Ad Three: https://i.pinimg.com/originals/8e/56/f3/8e56f3405ecb74a24a82aead4875aa7c.jpg

In comparison: Notice that the man in this photo is looking at the camera. Even though we can’t see his eyes behind his sunglasses, we can see the majority of his face. The only skin he has exposed is his face and his arm.

**Note: I was looking for an ad featuring a man running so it was easier to compare to the ad of the woman, but the majority of Adidas ads for running shoes (from what I’ve seen) either feature no model, of a female model.

Shared by: Marie Smith
Image Credit: https://i.pinimg.com/originals/1c/79/e0/1c79e04e4af1f64297eb9e8769c4e648.jpg