A photographer recreates the sexist advertisements of the past with reversed roles --- Here are the results!
What if things had gone in exactly the opposite direction? The author of this fictitious advertising campaign asked himself this question after hearing from an uncle that a woman's place was in the kitchen.
Until a few decades ago, even in the so-called progressive western culture, the women's role of being relegated to the domestic environments was so widespread that many advertising campaigns exploited it to popularize the products that the economic boom allowed more and more people to buy.
The desecrating perspective offered by the photographer and visual artist Eli Rezkallah leads us once again to reflect on the subject.
When the easy opening of ketchup bottles was advertised:
Photography Eli Rezkallah, produced by Plastik Studios 2018
To publicize this beer, attention was drawn to the fact that, unlike dinner, it was not something your wife could burn.
Photography Eli Rezkallah, produced by Plastik Studios 2018
Wearing a pair of elegant Mr. Leggs brand pants makes women fall at your feet and even let you walk all over them!
Photography Eli Rezkallah, produced by Plastik Studios 2018
With these pants, your wife will not be able to keep her hands off you --- to stop her you will have to bury her!
Photography Eli Rezkallah, produced by Plastik Studios 2018
All this reverence to publicize a tie.
Photography Eli Rezkallah, produced by Plastik Studios 2018
Women do not leave the kitchen; at most they look at the world through the window.
Photography Eli Rezkallah, produced by Plastik Studios 2018
Here's what happens if your better half finds out that you do not test a coffee product in store before buying it.
Photography Eli Rezkallah, produced by Plastik Studios 2018
Would you like to have more time to spend with your children? Buy this product and washing the dishes will be a job that you can do more quickly!
Photography Eli Rezkallah, produced by Plastik Studios 2018
Winter is coming! We want to help you by "pushing" you to buy these leotards!
Photography Eli Rezkallah, produced by Plastik Studios 2018
Here is the perfect Christmas present!
Photography Eli Rezkallah, produced by Plastik Studios 2018
The idea for the realization of this particular photographic service, came to Rezkallah during a Thanksgiving day dinner spent with relatives in New Jersey. "I overheard some of my uncles talking about how women should cook and play the roles that "belong to them". Although I know that not all men think so, it remains true that these ideas still remain and that the essence of certain advertising from the 1950s has survived in the modern social fabric. So I tried to create works that give an idea of that same restrictive definition by gender, only with the roles reversed."
Find out more about Eli Rezkallah:
Instagram @elirezkallah
