Goffman's Theory

In a variety of ways, women are portrayed as soft, vulnerable, fragile, powerless, dreamy, child-like, and submissive. While Goffman mainly focuses on the construction of femininity within advertising he also offers insight in how masculinity is portrayed, as the two are depicted and defined in relation to one another. 
In opposition to how women are portrayed, men are generally depicted as confident, comfortable, present and aware of their surroundings, even intimidating – prepared for whatever may come their way. 

Goffman argues that these poses have nothing to do with biology or natural traits, but rather with how our culture defines as feminine and masculine. Goffman notices how homosexual men are more likely to be depicted in the same poses as women, which tells us that this has less to do with male physique than with cultural notions of femininity and masculinity. It also tells us that portrayals of women and homosexual men in advertising are directed towards the same audience: men. 

Often in advertising the following codes are followed:

Men: Shown in dominant positions and appear to be reflective of the thought and intelligence. Women are physically portrayed in sexual or reclining poses with blank or inviting expressions.

Women: Often dismembered; parts of the body such as legs or chest are used, rather than the full body. This is often applied to sell products which are not related to the body.

Often in moving image adverts, male voice are used as voice-over's in commercials rather than females as they have more authority.