Discussing 'Otherness' or a sense of us and them in reportage illustration, I decided to link back to my points on sexism from the history of fashion illustration.
It has long been the case that men are the favoured sex and even though times have evolved somewhat, this is still the case in 2022. History is changing but maybe not for the better. Notable changes are seen on television, particularly in sport, where more women are becoming presenters, referees, commentators and sports players. The rise in women's football is becoming more televised and a panel of commentators for a game could now be featuring more women and perhaps only one man.
Society takes issues like these too far, we have gone from the extremes of women having no rights and just being there to serve men and their family with no interests for themselves to women trying to take over everything that men do. Can there not be equality? Why does one sex have to prevail over the other?
In 1950's illustration sexism was very clear, as seen here in this advert depicting a man 'playing' at being a house husband and turning everything into a disaster. It seems it is not conceivable for a man to actually be able to cook or look after the home and family without his wife.
Fine Art America. 2022. 1950s Uk Illustrations Magazine Plate by The Advertising Archives. [online] Available at: <https://fineartamerica.com/featured/4-1950s-uk-illustrations-magazine-plate-the-advertising-archives.html> [Accessed 11 January 2022].
Fine Art America. 2022. New Yorker June 9th, 1951 by Sydney Hoff. [online] Available at: <https://fineartamerica.com/featured/new-yorker-june-9th-1951-sydney-hoff.html> [Accessed 11 January 2022].
This illustration is a prime example of sexism and the degradation of women and men. Whilst in this hospital presumably to visit his new-born baby, this man is portrayed as too busy to even look at his child and is instead eyeing up another nurse. Both nurses depicted are also women, assuming that all nurses are women in maternity wards.
Fine Art America. 2022. 1950s Uk Illustrations Magazine Plate by The Advertising Archives. [online] Available at: <https://fineartamerica.com/featured/52-1950s-uk-illustrations-magazine-plate-the-advertising-archives.html> [Accessed 11 January 2022].
This illustration does a better job of equality and respect of both men and women, however they are both depicted as being white in skin colour. Whilst there is nothing wrong in representing a white skinned couple in love, I have noticed that the majority of 1950's illustrations only depict white skinned people in advertising. This makes sense since the 50's were still a very racist generation and arguably things haven't moved on much since then despite rallies by influential people such as Martin Luther King Jr and The Civil Rights Movement.
Biography. 2022. Martin Luther King Jr. and 8 Black Activists Who Led the Civil Rights Movement. [online] Available at: <https://www.biography.com/news/martin-luther-king-jr-black-activists-civil-rights-movement> [Accessed 11 January 2022].
Fine Art America. 2022. 1950s Uk Illustrations Magazine Plate by The Advertising Archives. [online] Available at: <https://fineartamerica.com/featured/44-1950s-uk-illustrations-magazine-plate-the-advertising-archives.html> [Accessed 11 January 2022].
Whilst on the face of it this illustration would seem quite comical and women may find this satisfying to see a man actually bringing in the washing. The artist is depicting that men cannot do house hold chores without having some kind of disaster but not only that, this man is a white skinned, middle class business man with blonde hair. Is the illustrator suggesting that only good looking, white, office workers have a slight ability to help around the house?
Until researching in more depth the advertising illustrations of the 1950's I haven't fully appreciated just how controversial they actually are. Looking into this small selection of illustrations it is clear there are a lot of social issues being presented in a not so subtle way.
How would these adverts been responded to if they had been of equality for both sexes and race?
I think we are seeing that change to an extent in today's television but I think we have a long way to go. This illustration for Peloton is a prime example that things have not changed much at all.
Ft.com. 2022. Peloton’s sexist Christmas advert has another problem. [online] Available at: <https://www.ft.com/content/1ed0299c-1b4e-11ea-97df-cc63de1d73f4> [Accessed 11 January 2022].
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