The Ritualization of Subordination
If sex really sells, why is it that advertisers tend to portray sexually attractive females as inferior to males?
According to Erving Goffman's research, the presence of the ritualization of subordination is evident in a selection of advertisements. With the ritualization of subordination, women are typically positioned beneath men, laying powerless and submissive on the ground. While females are positioned on their sides, backs, or lounging with bent knees, males tend to stand strongly above them (Goffman, 40). The juxtaposition between the posture of males and females in several advertisements indicates the advertisers' manipulation of male dominance.
The following images exemplify the presence of the ritualization of subordination in advertisements of the 2000s:
In the Skyy Vodka advertisement, a male straddles a woman laying on the beach. Although the man is dressed in a sophisticated suit, the woman is portrayed in not only a revealing, but also an unprofessional bathing suit. The main focus of the advertisement is angled towards the woman's breasts, rather than the bottle of alcohol that the image is supposed to be advertising. Even the detail in the man's clentched fists, indicates his domincance over the woman. Her expression is almost robotic, as if she lacks any control over the obvious power difference.
In a 2002 advertisement from the "Ultimate Attraction BMW" Campaign, a man is positioned above a woman during sexual intercourse. However, the woman's face is obviously replaced with a magazine advertisement of a red BMW. Due to his positioning above the woman, the male exibits control over the submissive woman in bed. Covering her face with the magazine advertisement implies that the identity of the woman is insignificant and replaceable. Although the woman's arms around the man's neck show that she is pulling herself towards the man, the man arms show that he is pushing himself away from her. She is simply an object that he is taking unromantic control over.
In a Skyy Vodka advertisement, a woman is seen laying on her stomach as if she is a table for a glass of Skyy Vodka. Although the advertisement lacks the physical presence of a male, the hands pouring the Vodka seem as if they belong to a man. An example of the ritualization of subordination, the advertisement suggests the dominance of a male over the sexual female in a backless dress.
This Dolce and Gabbana advertisement was banned in 2007 in both Spain and Italy for the helpess positioning of the woman in relation to the dominant male figures around her. The woman is physically pinned down by one of the male models, while the rest of the men stand powerfully above her. In specific, one standing male is positioned with his hands at his hips, looking down at the woman on the ground. Thrusting her pelvis in the air, the female model's positioning is similar to a woman involved in sexual intercourse. However, the males surrounding her imply a violent relation to the woman. It is almost as if the men are predators looking down at their prey.
The Dolce and Gabbana advertisement implies the ritualization of subordination with four men hovering over a female laying on the ground. While the men are dressed in suits, the woman is simply in lingerie and heels. The advertisers of Dolce and Gabbana contrast the strength of the men with the helplessness of the woman beneath them.
Although the 2010 Calvin Klein advertisement is supposed to be showcasing the fashion company's whitewashed jeans, the focus of the image is placed on the male model's control over the female, Eva Mendez. Despite the fact that both models are laying sexually on the ground, the man is positioned on top of Mendez in order to indicate his dominance. His arm is stretched across her body as if he is restricting her towards the ground. Rather than sincerely placing his hand in hers, he powerfully and almost violently, grabs her wrist. Eva Mendez lays powerless beneath him.
In this Pepsi advertisement, a woman is laying helplessly on the beach, surrending her arms above her head. Although the large, male lifeguard remains unaffected by the woman laying beneath him, the young boy seems happily amused. In this advertisement, even a young boy is positioned above the grown woman. Despite the age difference, the child, as a boy, has more power over the woman laying unconscious on the beach.
Advertising the company's Summer 2010 swimwear, the Armani Exchange advertisement features Irina Shayk beneath Cristiano Ronaldo on the beach. Shayk seems to be leaning away from the Ronaldo by titling her neck back to distance herself from his dominance. Between the details of Ronaldo's fist clentching onto Shayk's shirt and his agressive facial expression, there is a clear power difference between the male and female in the advertisement.
Despite the fact that Suit Supply is a custom suit company, the advertisement only shows half of the man's custom-made suit. While the male model is dressed in a sophisticated suit, the woman is undressed and laying down on her stomach. Through the man's tight fist on her back and the woman's unamused reaction, the advertisement demonstrates the man's usage of the woman for pure sexual pleasure. He is in control of their sexual intercourse.
In a Suit Supply advertisement, from the "Shameless" Campaign, there is a woman laying on her back beneath a man once again. While one of the man's hands is placed on the woman's bent knees, the other hand appears to be grabbing the woman's neck. He takes control of her entire body.
Even in a Calvin Klein Juniors advertisment, the presence of the ritualization of subordination is evident. While the three young boys are standing with confidence, the young girl is positioned on the floor beneath the boys. Exuding confidence, the boys have their hands in their pockets and legs spread open. Meanwhile, the young girl sits causually, and almost slouched, on the floor. From a young age, the idea of male dominance is inflicted upon children.
in the American Apparel advertisment for shoes, neither the face of the male or the woman has to be shown in order to see the power difference between the individuals. While the man is standing, the woman is laying on her back with her legs held open by the man above her.
in a Gucci advertisement, the woman model is positioned on the floor with a man standing above her. While the man stands with his legs spread open and his arms by his sides, the woman seems as if she is crawling on the floor beneath him. She is crouched over, while the man stands tall.