Recreated ad by artist Eli Rezcalla
I’ll admit that my first response to these vintage sexist ads where the photographer, Eli Rezcalla, “reversed” the gender roles was “lol :D”. By “simply” switching the genders of the subjects, Rezcalla was easily able to show how these ads, much like many today, reinforce sexist gender roles. Now I’m always a fan of calling out the patriarchy and sexism, however, as I scrolled down through the images my initial feeling of glee was overwhelmingly replaced by feelings of grossness. Why? Because with many of the ads selected, for both the original and the reversal, toxic heteronormativity is represented and reinforced. So what do I mean by heteronormativity and what about it is toxic? Well as is well described here and here, heteronormativity packages ideas like there are only two genders representing two sexes, that members of these two sexes/genders are heterosexual, that this heterosexuality must be strictly monogamous, and that sex serves for reproductive purposes only and then argues that these are the only “normal” or “natural” ways to be human. This is toxic because it has serious consequences for individuals who aren’t heteronormative simply and importantly because it invalidates their existence. Clearly it’s not just ads that represent toxic heteronormativity; this article is a good discussion of toxic monogamy in F.R.I.E.N.D.S. because yes, heteronormativity dictates not just who we have sex with but what kind of sex we can/cannot have, how many partners we can/cannot have, and what is/is not acceptable in relationships in terms of jealousy, commitment, competition, and communication including whether or not you can have other kinds of relationships like friendships (*coughs* “But we were on a break!”*coughs* smdh). So really heteronormativity is toxic for everyone including heterosexuals and cisgender individuals.
I was also bothered by the choice to represent domestic violence. As several commenters noted on the “if your husband/wife ever finds out” ad – it’s not o.k. or funny to hit your partner. Listen I get that spanking can be a very exciting and healthy part of a consensual relationship (especially if it IS being used as “punishment”) BUT there’s nothing about that particular ad that reads as consensual (and no it’s not representing BDSM and I am also tired of that being misrepresented in media too!). And I won’t accept “but it’s supposed to be funny” as a counter-argument because no, domestic and/or sexual violence are never funny. The broader use of domestic and/or sexual violence in advertising is a problem that only serves to promote misogyny and sexism. I know that challenging all of the problems represented by the “everyday sexism” of these ads wasn’t the point of the project but simply “reversing” the players only serves to reinforce other toxic aspects of heteronormativity.