Gender Advertisements by Erving Goffman PDF

By Erving Goffman

ISBN-10: 0333239539

ISBN-13: 9780333239537

ISBN-10: 1349160792

ISBN-13: 9781349160792

Ebook through Goffman, Erving

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Example text

T '~~ . )~ " '\ l . ,,' . ~~ UALPAY. ~:- .... 1U1OVA ACCUnIOH' 13 6 Here and elsewhere in connection with the role of fingers (see pictures 295-320), I draw directly on observations made by Michi Ishida, to whom I give thanks, (continued) 29 30 GENDER ADVERTISEMENTS 'DHI.. \ iJl\'1 W\. 11' ' \\1 Eyelil' dito .... Hll' I.. h ,hol'" 'Of'"h o,t"h rrtK·""~IIJ.. tn. I b" mU.. 1 IIliu,: Ih .. t .. II" 1 .. cu a 8UUU .. lIn:: the good things of a Ken. e, providing only that one can be fashioned. This arrangement seems widely represented in advertisements, in part, no doubt, to facilitate interpretability at a glance.

And in seeing what picture-makers can make of situational materials, one can begin to see what we ourselves might be engaging in doing. Behind infinitely varied scenic configurations, one might be able to discern a single ritual idiom; behind a multitude of surface differences, a small number of structural forms. Let me admit that these arguments about the relation of ritual to commercial pictures might seem to be a way of making the best of a bad thing, namely, using easily available ads to tal k about actual gender behavior.

14 A certain amount of contortion may be required. Note, this arrangement is supported by the understanding in our society that courtesy obliges men to favor women with first claim on whatever is available by way of a seat. 43 143 147 140 144 148 145 141 ........... ........ ,......... ",~ " ,~ " 149 To have and to hold ... in sickness and in health ... 142 41n such pictures as I have of actual scenes, the same tendency holds. 150 I 146 (continued) 44 GENDER ADVERTISEMENTS 151 155 158 152 159 156 160 153 Seagram's 7 C,own .

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Gender Advertisements by Erving Goffman

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