Subversion

When I encountered Erving Goffman’s “Gender Advertisements,” I was struck by the powerful ways in which advertisements shape our understanding of gender roles and expectations. He analyzes the ways in which advertisements shape our understanding of gender by examining the ways in which each gender is represented. He argues that advertisements are a powerful tool for reinforcing traditional gender roles and stereotypes, as they present images of men and women that are often idealized, exaggerated, and unrealistic.

Goffman’s work is particularly relevant today, as we are bombarded with images of idealized bodies and gender norms through various forms of media. The representation of gender in advertising has a profound impact on the way we see ourselves and others, and it is crucial that we are aware of the ways in which these images shape our perceptions.

The piece “Subversion” is a direct response to a 1974 Playboy ad for Weyenberg Massagic shoes, which depicted a naked woman lying on the floor staring at a shoe with the words “Keep her where she belongs...”. I have taken this image and flipped it on its head, replacing the woman with a man and the phrase with “Keep him where he belongs.” This subversion of traditional gender roles aims to expose the absurdity and inherent misogyny of media depictions of women.
In the piece, I was able to reverse the original image to create a new, provocative composition. The male figure lies on the ground in the submissive position, in direct contrast to the original advertisement where the woman was positioned as the object of desire. By changing the gender of the figure, I aimed to highlight the ways in which gender is constructed and reinforced through advertising and the media.

Furthermore, by using the same phrase from the original advertisement, “Keep him where he belongs,” I sought to expose the absurdity of such gendered statements and how they reinforce oppressive gender roles. The phrase takes on a new meaning when applied to a man, highlighting the ridiculousness of the original ad and how it perpetuates harmful stereotypes.

“Subversion” is a commentary on the power of advertising and the ways in which gender roles are constructed and enforced through media images. By subverting traditional gender roles and reversing the gaze, I aimed to challenge viewers to question their own assumptions about gender and how it is portrayed in the media.