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Photographer Reverses Old Sexist Ads To Show Gender Stereotypes And The Result is Wonderful

By Nadine / jeudi 15 février 2018 10:00
You might be quick to say this one is an FML for men, but let’s be real. It’s been an FML for women for quite some time.

In the past, it was the norm for women to serve their husbands. It was expected that a woman's highest achievement be that she take care of a home and a family, while men were expected to achieve goals in their careers. Although this is still a prevalent undertone in modern society, and sexism is certainly alive and well, it’s thankfully a far cry from where women have been.

Eli Rezkallah from Beirut, Lebanon was inspired by vintage sexist ads after having a conversation with some out-of-touch family members (you know, kind of like your racist uncle Milton that you try to avoid on holidays.) But instead of angrily passing-the-pie and making snide comments under his breath at the dinner table, Rezkallah created the series of photos called “In A Parallel Universe” in which he exposes the absurdity of stereotypes and gender norms. 

“Last Thanksgiving, 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, so I went on to imagine a parallel universe, where roles are inverted and men are given a taste of their own sexist poison.”

So, here they are in all their anti-patriarchal glory.

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 Photos: boredpanda.com

 What do you think? Leave us a comment! And If you really liked what you saw, you can get your own print from Plastik Magazine.

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Top comments
By  SuumahEli  |  23

To the people commenting about how this is not promoting equality, I think that the artist's intention was to show how ridiculous and eye opening it would look if you switched the genders in the ads, not that society should start abusing men.

By  Madrias  |  34

And so the pendulum swings from side to side, ever striving to meet the balance of the middle, but momentum's unyielding push guides it past neutrality and to the other side.

The pendulum of social change swings slowly, and no one likes it when it's at either end, and yet no one reaches out when it's in the middle to halt the motion for true equality. Instead, those who reach out, for either side, poke and prod the pendulum to give it a little extra push in their favored direction.

Comments
By  PoorPhoneNinja  |  8

might as well pass the pie and snide comments under your breath, both are fairly passive agressive. I understand it is for humor and to "give men a taste of there own sexist poison", but the artwork you have rendered is just more sexist poison.

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  DragonMaiden7  |  15

That’s the point? I guess women are just supposed to live and let live though, but as soon as men are put in the exact same position, suddenly those ‘Get back in the kitchen’ joke aren’t nearly as funny, and sexism is suddenly super serious.

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  Callyn  |  44

The originals are sexist because they're serious and believe that shit. The remakes aren't and don't. The point of the remakes is that the ads are ridiculous. How is that sexist? How is that passive aggressive? This comment doesn't make any sense.

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  Nadine  |  20

Aggressive, yes. But passive not so much. The artist is pretty clear and direct about the point he's trying to make, and the point is to start a conversation, similar to the one that's being had here.

By  Madrias  |  34

And so the pendulum swings from side to side, ever striving to meet the balance of the middle, but momentum's unyielding push guides it past neutrality and to the other side.

The pendulum of social change swings slowly, and no one likes it when it's at either end, and yet no one reaches out when it's in the middle to halt the motion for true equality. Instead, those who reach out, for either side, poke and prod the pendulum to give it a little extra push in their favored direction.

Reply
  KittyMack  |  11

Are you seriously saying that a pendulum has historically swung between men oppressing women, and women oppressing men? When/where was the women oppressing men era!? Are you one of those red pill dickheads who considers yourself oppressed because women are now facing a lower level of resistance than in the past for such goals as not being raped, earning their own income, participating in politics, and gaining education...? Being less trampled than we used to be is a far cry from being dominant.

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  Madrias  |  34

What I'm saying is that we're on that swing toward the other side at this very moment, not that the pendulum has made that many swings. There are many who would wish to see the above images as truth, not merely a joke, and they are the loudest of the group that fights for change. Humanity has always had a history of swinging between extremes, and this will be no different.

As a man, do I feel more oppressed now than before? No. But I would not say that there is equality. There hasn't been since the dawn of time. And there are some situations where men have historically been oppressed, particularly regarding family custody and in divorce, and situations where men are simply brushed off, such as rape.

It's the harsh reality of the world. We swing from one extreme to the other, each time becoming less extreme until a 'comfortable' middle ground is found.

By  Yudith  |  17

The remakes sometimes change totally the perspective on the message. Yes, you have the sexist ones that remain sexist, but the ketchup ad gains some homo undertones, the beer one gets the old cliché about men not knowing how to cook because they're manly men, and the pile of dishes one transforms the woman at home into dish washer at work.

By  SuumahEli  |  23

To the people commenting about how this is not promoting equality, I think that the artist's intention was to show how ridiculous and eye opening it would look if you switched the genders in the ads, not that society should start abusing men.

By  KittyMack  |  11

I can't believe the moronic comments. The point of this art is to satirize the originals. That means to add a twist that obviates the flaws of the original. It would be anti-male if one of these ideas was used sincerely as an ad, in a world where the joke that men were a barely- human servant caste was actually embraced as reality by a high percentage of society.
As a "look what women have to put up with" work of art, how on earth could anyone argue that this oppresses or victimizes anyone?

By  Taurus_ChicKa  |  31

I can't believe some of those ever existed. It's borderlining on domestic abuse. It's one thing to expect a woman to stay at home all day, but to show an ad of a woman getting spanked (Fifty Shades of Grey, anyone?), having her head chopped off, and basically being a servant to her man is fucked up. I'm not saying it's better when the gender roles are reversed, but those are fake and were made to poke fun at what was an actual advertisement at one point. Thank God those don't exist now.

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