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By Erving Goffman

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T d{bbn re, e8. xs. rr ,ha b dhr ,rd sfrisi ndr t &r, !. ry d{ kddibl! ld. I's ikrhl. ', 376 ( c o n t i n u e)d 373 2 r A s i m i l a r a r g u m e n t i s s u g g e s t e db y ok o m i s a r ( 1 nine 7 2 | three zero 6 - three zero 1| | 377 378 lf tv ads are to be be' lieved,most American girls pass into un' c o n t r o l l a b l e e c s t a s i e sa t t h e s i g h t a n d s m e l l o f t a b l e s a n d c a b i n e t st h a t h a v e b e e n l o v i n g ' l y c a r e s s e d w i t h l o n g - l a s t i n g ,s a t i n - f i n i s h , l e m o n - s c e n t e ds,p r a y - o nf u r n i t u r e p o l i s h . O t they glow with rapture on the blinding w h i t e n e s so f t h e i r w a s h - a n d t h e g r e e n - e y e d . h e h o u s e w i f ei n e n v y o f t h e i r n e i g h b o r sT the Johnson's Wax advertisement hugs the d i n i n g r o o m t a b l e b e c a u s et h e s h i n e i s s o w o n d e r f u l ; t h e n s h e p o l i s h e sh e r s e l fi n t o a c o r n e r a n d h a s t o i u m p o v e r t h e f u r n i t u r et o g e t o u t . B o l d d e t e r g e n st h o w so n e w o m a n i n d e e o d e o r e s s i o nb e c a u s eh e r w a s h i s n o t a s b r i g h ta s h e r n e i g h b o r ' s . O b s e r v e t h a t i n a d v e r t i s e m e n t s ,i n s t e a d o f o u r b e i n g s h o w n a w o m a n ' sf l o o d o f p l e a s u r ecu p o n receipt of a gift from a guy, we can be s h o w n t h e s c e n et h a t m i g h t h a v ei u s t p r e c e d e d "Guess what? " scene, that one, particularly, the w h e r e i n t h e m a n h o l d s s o m e t h i n gb e y o n d t h e v i s i o no f t h e w o m a n ( s o m e t i m e sb y o b l i g i n gh e r t o c o v e r h e r e y e s ) a n d t e a s i n g l yi n v i t e s h e r t o g u e s sw h a t h e r l i f e i s a b o u t t o b e e n r i c h e d b y , t h e p r o s p e c t o f w h i c h i s s e e nt o t h r o w h e r i n t o a s t a t e o f i o y o u s t o r m e n t . A n o t h e r v e r s i o nh a s t h e g i v e rs p r i n gt h e s u r p r i s ew i t h o u t w a r n i n g i, n c o n s e q u e n co e f w h i c h t h e r e c i p i e n tm o m e n t a r i ly losesall strength of mind, breaking right into a flutter o f p l e a s u r e . T h e s e t e a s i n g u s e s o f i n d u l g e n c e a r e , o f c o u r s e ,c o m m o n l y e m p l o y e db y p a r e n t s i n c o n n e c t i o nw i t h t h e i r c h i l d r e n ,a n d a r e t o b e c o n s i d e r e d a l o n g s i d ea n o t h e r p l a y f u l t h r e a t t o e q u i l i b r i u m , o n e a l r e a d yt o u c h e d o n , n a m e l y , mock attack. approved WITHDRAWAL69 A corollary is that once a female and male are pictured in a euphoricstate, t h e f e m a l e i s l i okay e l y t o b e e x h i b i t i n ga extra expansiveexpressionthan is the male, which in flip matches with the argument alreadymadeand illustratedthat in our society ladies smile greater than men-both in genuine scenesand in commerc i a l l yc o n t r i v e do n e s : "ry (continued) 70 GENDERADVERTISEMENTS 396-437 lt is possibleto glance in on a socialsituationfrom a distanceor from "participation behinda one-waypanel-a s h i e l d " - a n d b e l i t t l e s e e n o n e s e l f ,i n which caseone can, in impression, partakeof the eventsbut now not be exposedto scrutiny o r a d d r e s sA .

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