Role Reversal In Vintage Ad Campaigns
Vintage ad campaigns from back in the 1950’s can clearly show us how family life was back then, well, to a certain extent, at least. That was a time when gender roles were clearly defined and enforced by the very society that was forced to live it.
Now, even though some may feel that way of living was easier and simpler, they are right, to a certain extent. Providing a framework for how life should be lived, regardless of personal ambitions and preferences, is for some an easier way to cope with the uncertainty that existence brings with it. It offered a sense of belonging to those weak of will.
Nevertheless, things have changed in more recent decades and those gender roles seen in those vintage ad campaigns are not as clear as they once were. This is why visual artist Eli Rezkallah has taken those old adverts and role reversed the characters depicted in them.
Called, In A Parallel Universe, the project aims to show just how biased those roles were. It aims at pointing out that the woman’s role in the family was positioned on nothing more than the male’s superior physical strength and higher education, both of which were enforced by the society itself.
Anyway, the 31-year-old artist has turned those sexist vintage ad campaigns on their head. This is what she had to say about her project:
Last Thanksgiving, I was visiting my family in New Jersey and I overheard my uncles talk about how women are better off cooking, taking care of the kitchen, and fulfilling ‘their womanly duties’.
Although I know that not all men like my uncles think that way I was surprised to learn that some still do.
It is true that many think that this is still the better way for society to function, but in reality, those people are simply afraid or do not know how to express themselves and let others do the same.