Media- Goffman Theory

341 Words2 Pages
I analysed an ad to explain the various symbolic and signifiers that appear within the ad. I analysed a “Dolce and Gabbana” ad is advertises its perfume. The ad is located on the edge of a poolside on a warm day which signifies summer. The font used is bold but faded which slightly obscures it from the photo but also at the same time makes it obvious that it is their product. The male characters are topless or wear shirts while the woman wears a swimsuit and this signifies summer again. The characters also have objects such as sunglasses which again gives the theme of summer. The theme of summer is used as it would attract the ad to the reader and also has the theme that is likely to have a positive reaction on the reader. The ad shows a group of men staring down on the women with one holding her down which signifies that they’re in control. They all have blank and serious expressions while looking away from the camera. This gives the impression that they don’t want to look into the camera because they are doing something wrong or not acceptable. The Goffman’s theory is relatable to this advert in a few ways. One of the main parts of his theory is that men are usually shown are more dominant or in control over woman. This adds features this as it shows a group of men look down on the woman with one also holding her down showing their power and domination over her. Goffman’s Theory also explains that woman are portrayed sexually which is also true about the ad as the woman appears in sexualised way and also has a blank facial expression. Lastly the Goffman Theory details that woman usually emphasis a part of their body which usually has nothing to do with the intended product. This again is shown in the ad as the woman has her legs stretched up which emphasises them, and this also adds to the sexualisation of the
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