Goffman's Theory (1972)

   The theory is a portrayal of both women and men, as men are seen as superior and dominating due to their body language and position within the frame. They appear to be reflective of thought and intelligence, whereas women are physically portrayed in a sexual or reclining pose, expressing a blank or inviting look.

   Women are also subject to dismemberment of the body, where parts of the body is on show, such as legs, rather than the full body. This is used to sell products which are not relevant to the body, such as mobile phones.

   The male voice is used more than women within voice-overs of moving images and commercials, due to the authoritative tone they posses (deep, low tone).  

Below are analysed advertisements using signified and signifiers to explain Goffman's theory.

Analysis of advertisements