Goffman’s Gender Advertisements revisited: combining content analysis with semiotic analysis

An analysis of 827 advertisements from a representative sample of magazines demonstrates that an abstract framework from Systemic Functional Analysis can be used to identify the semiotic resources which are the basis for gender stereotypes. Resources such as perspectival angle, plane of composition and gaze are used to investigate stereotyped portrayals of males and females. Goffman’s work, Gender Advertisements, forms the basis for hypotheses about how male and female participants would be represented in terms of eight dimensions of visual structure, derived from Kress and Van Leeuwen’s system of analysis. Hypotheses were largely confirmed, indicating that gender stereotyping was still significant in the sample of Australian magazines analysed more than two decades after Goffman’s analysis was first published. However, several results did not confirm the hypotheses or were contrary to the direction of differences predicted. Three types of explanations for exceptions to the hypotheses are discussed: first, the need for some degree of supplementary macrocosmic or contextual analysis; second, the possibility of socially determined changes in some features of stereotyped portrayals; and third, limitations in the functional semiotic framework of analysis adopted in this study.