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Goffman was a Canadian-American sociologist and writer that achieved his bachelor's degree in sociology at the University of Toronto. He then completed his Phd at the University of Chicago.
He died in November of 1982 due to stomach cancer.
Goffman studied and analyzed humans every day interactions through observations. He viewed society through the symbolic interaction perspective to understand why and how people act in certain behaviors and situations.
He wrote a book called “Gender Advertisements.” It discusses how advertising influences society’s ideas about gender roles. It focuses on how masculinity and femininity are presented in advertising.
Goffman believed that whether it's on TV, social media, or newspapers, advertising shapes our world and creates what society perceives as normal. He also believed that advertisements give us ways to understand how we view gender and how to act in moments of gender display. (Johannan, T 2013). In his book, Goffman explains how masculinity and femininity are displayed in ads. He states that there are distinct differences between men and women's portrayal. Women are usually presented as vulnerable, fragile, weak, powerless, and submissive, On the contrary , men are shown as intimidating, comfortable, present, and aware of their surroundings.
Heinekin: Walk-in fridge ad:
Huggies: Dad test ad:
https://www.youtube.com/watch?v=yIutgtzwhAc
https://www.youtube.com/watch?v=j7kX8ZKylD4
This ad is one of the many examples of how advertising influences the public’s ideas about gender roles. This ad shows a group of women getting too excited over a walk in closet filled with clothes, while a group of men obsess over a walk in fridge filled with beer. This ad influences the idea that both genders have distinct interests. It stereotypes that women are only interested in fashion. and materialistic items. It also suggests that drinking is an act that only men can enjoy.
In this ad, men are challenged with the "toughest" test : The dad test. This ad suggests that men are unable to complete even the easiest and smallest household tasks. This influences people to think that men are incapable of taking care of children and of undertaking household duties. It allows the idea that women must be the caregivers because men cannot.
Advertisement have for a long time represented male and female gender roles differently. Gender roles in advertisements represented the stereotypical views of males and females, with women represented as the caregivers and men represented as the breadwinners. These images create perceptions that shape views in the real world. This is evident in the workforce where more men are represented in ceo positions and on boards. This is also evident in the continued existence of the gender pay gap.
Advertisements also tend to sexualise women. Women in advertisements are usually dressed provocatively. Advertisements are written and directed to show women as sexual beings while advertisements for men show men as cool, tough or hardworking.
'If I start to look sexy, book a taxi' ad
Yorkie: 'Not for girls' ad.
https://www.youtube.com/watch?v=QcjlzSod0CE
This ad shows a woman disguised as a man because she wants to buy a Yorkie chocolate bar. This bar is “not for girls.” The salesman asks her to prove she’s a man by testing her strength to open a jar and by testing her fear levels. He finds out that she is a woman when he compliments her eyes and she gives in. This ad influences the idea that it is ok to be sexist. It also presents that women are weak to the point where they wouldn’t be able to open a jar. It shows that only women are afraid of something as ‘silly’ as a spider. It also objectifies women by talking about stockings and tights. This ad portrays that flirting can be a strong ’weapon’ used to get to a woman. It belittles women’s worth.
This ad shows a woman of a physique that most women in advertising don’t have. She is not the typical woman one would see in an ad and that is exactly why they put her on there. This ad says that this woman is not ‘sexy.’ It suggests that if one was to find her attractive, they should order a taxi because that means that they are too intoxicated and are making “bad” decisions. This ad influences society to think that there is only one type of way an ‘’attractive’’ woman looks. It also encourages people that it is ok to bully people based on their appearance.
Gender Advertisements influences timeline
Advertising and continues to change over time.
https://www.thoughtco.com/erving-goffman-3026489.
https://www.theguardian.com/media-network/2015/may/26/eight-ads-shatter-gender-stereotypes.
https://www.thedrum.com/news/2018/12/14/ads-would-probably-have-been-banned-under-the-asas-new-gender-stereotype-rules.
https://www.youtube.com/watch?v=QcjlzSod0CE.
https://www.youtube.com/watch?v=yIutgtzwhAc.
https://m.youtube.com/watch?v=j7kX8ZKylD4.
https://study.com/academy/lesson/erving-goffmans-theories-impression-management-dramaturgy-symbolic-interaction.html#/partialRegFormModal.