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Gender Advertisements

4.05  ·  Rating details ·  93 ratings  ·  8 reviews
Paperback, 94 pages
Published February 1st 1988 by HarperCollins Publishers (first published January 31st 1979)
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Average rating 4.05  · 
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Trevor
Aug 19, 2013 rated it it was amazing
Shelves: art, social-theory, media
This is a remarkably interesting book. But the argument needs a bit of space to develop.

One of the main ways we split up society is between men and women – we have a remarkably gendered society. And how you are likely to be treated in our society depends on which gender you are perceived to belong to. So much so that if you are intending to be taken seriously, it is probably in your interests to be born male.

Given the difference between how males and females are treated it is very important to
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Biondy
Jun 30, 2013 rated it liked it
Title: Gender Advertisements
Author: Erving Goffman
Publisher: HarperCollins
Num. of Pages: 94 pages
Published: February 1988

As the title suggests, this book is about gender advertisement. Meaning that it covers the use of genders' potrayal in advertisements.

I "accidentally" read this book as I was helping my friend with his paper. I found it quite interesting. I never know that when women lay on the bed/couch/sofa in a photograph, it suggests a "sexual readiness".

There are many picture example
...more
Julian
May 10, 2017 rated it it was ok
Shelves: adtech, feminism
If only Goffman had lived to see the Instagram era. The commentary here is still interesting, although I think a lot of assertions are made without much evidence or rationale to support them, even if I might happen to agree with them. The methodology is also not discussed in any depth, while questions like "what is a picture" are treated meanderingly. Still, this is interesting work and I'd like to find followups from this perspective on modern advertising.
Dave
May 12, 2018 rated it really liked it
Erving Goffman presents analysis of gender roles and general treatment in the print advertising of the 1970s. He studies everything from relative positioning of men and women to even the cant of a woman's body indicating subordination to men. One of the most surprising conclusions from his research is that even well into the second wave of feminism in the late 20th century, women are treated as inferior to men by advertisers. Way to win over half of your audience!
Mike Mena
Jun 01, 2017 rated it liked it
Perhaps one of Goffman's most accessible books. Very short, not very much theory (which is why I read Goffman) and tons of pictures. Will be of interest to semiotics inclined persons, also feminist readers, media studies, and those interested in the "body."
Michael Palkowski
Although a brilliant array of examples, the theoretical context seems to merely skim the surface. It feels incomplete somehow and like a complementary 'visual' textbook illustrating ideas. The examples are also dated now and so the gendered identity of many of the advertisements are telling a patriarchal story that is a common hymn sheet.
Michelle
Jul 09, 2013 rated it really liked it
Still great, a classic!
Headley Mist
Nov 30, 2016 rated it it was amazing
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Erving Goffman (June 11, 1922 – November 19, 1982) was a Canadian-born sociologist and writer.

Considered "the most influential American sociologist of the twentieth century" (Fine, Manning, and Smith 2000:ix), as a subjective analyst, Goffman's greatest contribution to social theory is his study of symbolic interaction in the form of dramaturgical analysis that began with his 1959 book The
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“Although the pictures shown here cannot be taken as representative of gender behavior in real life... one can probably make a significant negative statement about them, namely, that as pictures they are not perceived as peculiar and unnatural.” 2 likes
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