Advertising Applying Goffman to Modern Advertisements

Goffman and Gender Commercials

Goffman contends that the selection of commercial pictures in advertisements is intentional and serves a specific agenda that is not in service to consumers' well-being or natural interests. He argues this facet of culture is ripe for analysis with respect to topics such as sexuality, gender, power, the means of production, and social reality, among others. His strongest assertions concerns how analysis of the selection of commercial pictures reveals keen insights when comparing them to behavioral practices as experience in everyday interactions. Goffman grounds his hypotheses in concrete methodological practices, with primary aims to locate and define discovery, proof, and presentation. Grounding is his research in established methodology keeps opposition from arguing that his findings and conclusions are wild-eyed, paranoid theories that undermine American culture or the American way of life. He claims that the kind of analysis he proposes can be performed by the most naive or the most sophisticated consumer.

2. The Analysis

A. The name of the magazine is W. The issue is "The Big Fashion Issue" from September 2011.

B. Definitions & Categories:

a) The Feminine Touch (see pp. 29-31) -- The second advertisement in the magazine is for a lipstick from Estee...

It is a two page ad. The left page, a full page ad in of itself, is of a female, Caucasian model, wearing a great deal of eye shadow, blush and lipstick. She is also wearing nail polish that matches the color of her lipstick. With her mouth partially opened, her fingers touch her bottom lip and trace the outline of her entire mouth. She is a woman touching herself in the manner Goffman describes.
b) The Ritualization of Subordination (see 40-47 & 50-53) -- There are a series of ads in from pages 80 -- 80 for a brand called Belstaff in England. The first set of two page ads contains a man and woman in a room with antique furniture. They are both dressed in sharp leather outfits, all in black. The man sits, positioned firmly looking into the camera. The woman, with mouth agape and slightly drowsy sits on the floor, her eye level at the same level of his hands.

c) Licensed Withdrawal (see pp. 57-65) -- There is a two page ad by a brand called Hermes in Paris. It is of a woman walking with large strides. One page is the fall and the second page is the winter. The ad shows how the clothes, no matter the season, are appropriate to keep the woman warm and looking fashionable. As she walks, her left hand covers her face, which is mostly covered by the hat she wears, the high collar on her coat, and the oversized sleeve of her coat.

C. There is a two page ad by Tommy Hilfiger.…