Goffman Flashcards
Goffman 1979
Analysed 400 advertisement, finds familiar rituals in advertising. Women are weakened by advertising, men are generally depicted as confident, comfortable and present as well as being aware of there surroundings. LLIFTBR. Lying down, licensed withdrawal, infantilisation, tilted head or body, knee bend, ritualisation of subordination. Talks about what a culture defines as subordinate is feminine in comparison to masculine.
Critiques of Goffman
He didnt do random selection when choosing his advertisements. Also Rosamund Gil says that advertising companies use irony as a defence and Ad’s use the historical element as a tool to say it works with nostalgic stereotypes. Bergard 1979 also says that ads are meant to be intrinsically humorous as an iconic pardody on gender roles. Also linking to structuralism and the need for women and men to be seen as binary opposites.
