Goffman believes that men and women are portrayed by diferent codes and conventions in advertisement.
Goffman states that men are portrayed in a way that makes them look intelligent and dominant. Women are portrayed in a way that sexualises them with blank and inviting expressions in reclining poses.
On females, parts of the body like the chest area and the legs etc are shown to sell products which may not be realted to the body at all. They could be things like mobile phones etc. This is a sexist way to sell a product as the female is being focused on more than the product itself.
In TV advertisments, male voices are used in voice-overs rather than female voices as the male voice is seen as more dominant and controlling which Goffman beleves is a factor which allows the audience to want to listen.
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