A critical examination of visualized femininity: selective inheritance and intensification of gender posing from historical painting to contemporary advertising

ABSTRACT

This study investigates the visual correspondences of gender posing behaviors, specifically exhibited by female figures, between historical European painting and contemporary American photographic advertising. While utilizing Erving Goffman’s Gender Advertisements as an analytical framework, the study focuses on the visual legacy of gender ritualization that is salient in contemporary mass media, proposing five semiotic codes to concretely analyze it. Although Goffman’s gender posing is traditionally associated with female vulnerability and indolence, the study proposes that such qualities are exploited as indicators of luxury within Western visual culture and advertising specifically. It seeks to deconstruct and re-frame the interconnected connotations of luxury and gender display, both expanding Goffman’s framework and providing a unique interpretive resource for critical readers of media texts.

KEYWORDS:

• Painting
• gender posing
• advertising
• luxury
• Erving Goffman