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Femininity In Erving Goffman's Gender Advertisements

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Erving Goffman (1976) defines how masculinity and femininity are demonstrated in the western culture and media in his book called Gender Advertisements. Goffman uncovers blatant differences between how men and women are portrayed, analyzing hundreds of images within advertising; how the body is positioned, the different poses and shapes used, how gender roles are personified. Women are portrayed in many different ways, being an object, part of the furniture, submissive, powerless, vulnerable and weak. Goffman came up with the a few main elements included in advertising and further analyzed

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