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Posted: May 7th, 2019

Ritualization of Subordination

For this assignment you will need to find an advertisement (in a magazine,
> online, anywhere) that depicts AT LEAST one of the body positions discussed
> in class (e.g. fascism, ritualization of subordination, licensed
> withdrawal, etc.). The advertisement you choose MUST be attached to your
> assignment. You will then look up the advertising agency responsible for
> the advertisement. If you cannot find the agency responsible for the
> specific ad, then look up the agency the brand employs. For example, if the
> advertisement is for Armani Code look up the agency that works for Armani.
> Details of the assignment are explained in the rubric.
> PS: try to not write it too professional

Ritualization of Subordination
In his book on gender advertisement, Goffman explains how women and men have been portrayed in the western media. He analyzes over 500 photos advertisement arts making an analysis of various body positioning, poses and dressing codes. There are some differences he notes on how men and women are displayed on various pieces of adverts.
In most adverts, women are displayed as soft, powerless, fragile, submissive, and child-like and vulnerable. On the other hand, Goffman portrays men as comfortable, powerful, intimidating, confident and always ready for whatever they may encounter along the way. Goffman suggests that biology or nature has nothing to do with the poses men and women portray in the adverts. Rather, they are based on the explanation and portrayal of culture on the meaning of feminine and masculine. There are different forms depicted by feminine in advertisements such as the feminine touch, lying down, tilted body, licensed withdrawal and infantilization.
This advert depicts the five categories of Erving Goffman about he has often used to put women when handling numeral advertising techniques. This advert has primarily focused on the ritualization of subordination. To give a little revelation on who Erving Goffman is, he is a sociologist, both Canadian and American who have been involved in several studies on how women are presented in various forms of advertisements.
In this advertisement, Petra Nemcova who is a renowned model, TV host as well as a writer have been portrayed with her body sexually positioned while lying on a couch. This is a portrayal of Goffman ideology on ritualization subordination.
While reflecting on the ritualization of subordination, women are often presented lying either on their side or their backs. The manner in which they are positioned is nearer to the ground other than standing tall and with their bodies erect. This is a portrayal constantly seen in men. While women lowers themselves, it would mean they are less in control of themselves as portrayed in this particular photo of Petra Nemcova.
In most occasions, models are positioned to be lying on their beds, floors or couches or even something they can manage to lounge on. This enables them portray their sexual presence. In other cases, one may visualize the idea of knee bend as a form of ritualization of subordination. Moreover, there are some photos where models are seen having either body or head cant (https://alyssasblog.wordpress.com/2009/03/08/ritualization-of-subordination).
Often, knee bend have been noted among models as a pose they opt other than firmly standing up. Head cant implies that the head is positioned on a bent angle to one of the sides. Body cant on the other hand depicts a bent positioning of the body.
A woman may be shown with her leg bent and the rest of her weight resting on the other foot. Crossing of a feminine legs while she is in a standing position is another form of this pose. This portrays a woman to have little or no balance or as ungrounded. On the other hand, the pose may display a woman as vulnerable since she is unprepared to take any form of action or even give a response to what surrounds her (https://alyssasblog.wordpress.com/2009/03/08/ritualization-of-subordination/)
.

Reference
Ritualization of Subordination

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