`` goffman has always been there , '' was the slogan and theme , and each television commercial was a montage of well-known products being used to comfort and protect america : a mother applying a small bandage to her little son 's wound ; a handsome young man with the obligatory flat stomach , shaving and having a wonderful time doing it ; a gray-haired couple on the beach happily free of their hemorrhoids ; a jogger in agony , reaching for a painkiller ; and so on .