Gender Commercials

  • Erving Goffman
Part of the Communications and Culture book series (COMMCU)


I Reproduced in this chapter are some commercial still photographs—ads—featuring human subjects. In addition, some use is made of news shots of “actual” persons, that is, of models who are being pictured in their own capacity. My assumption is that anyone whose picture appears in media print has almost certainly cooperated in the process and therefore—like a professional model—has placed this appearance in the public domain, foregoing the protection from social analysis that persons, at least living ones, can strongly claim regarding pictures taken for home consumption.


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Copyright information

© The Society for the Anthropology of Visual Communication 1976

Authors and Affiliations

  • Erving Goffman

There are no affiliations available

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