Superiority, Domination and Body Language:
He said that men are shown in dominant positions and appear to be reflective of thought and intelligence. Women are physically portrayed in sexual or reclining poses with blank or inviting expressions.
Dismemberment:
On females, parts of the body such as legs, chest etc are used rather than the full body. This is often applied to sell products which are not related to the body such as mobile phones. This is a sexist approach to sell products and focuses more on the female body parts more than the advantages of the product itself.
The advert below features both a man and woman, The different genders are represented in different ways through the different camera shots.
The black and white close up shot of the man with his face in the foreground and the simple mise-en-scene signifies that the male can dominate the frame without the use of any glamorous props which reflects the intelligence of the man.
However the bright artificial low key lighting in the frame including the girl focuses on her back and there are no shots of her face like the simple shot of the man. The shot of her back is revealing and the dark heavy make up sexualises her which conforms to the dismemberment theory.
The Voice-Over Authority:
In moving image advertisements, male voices are used as voice-overs in commercials rather than females. This is because lower pitched louder voices are sterner and more dominant and controlling so the audience are more likely to listen.The advert below features both a man and woman, The different genders are represented in different ways through the different camera shots.
The black and white close up shot of the man with his face in the foreground and the simple mise-en-scene signifies that the male can dominate the frame without the use of any glamorous props which reflects the intelligence of the man.
However the bright artificial low key lighting in the frame including the girl focuses on her back and there are no shots of her face like the simple shot of the man. The shot of her back is revealing and the dark heavy make up sexualises her which conforms to the dismemberment theory.
the establishing shot with the girl wearing the white dress signifies the beauty and purity of the perfume, but the focus on her legs is a sexist approach in comparison to the head shot of Brad Pitt. 
The deep male velvety voice-over reflects Goffman's theory of the voice-over authority as the man has a more controlling and serious voice which invites the audience in to listen more.
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