Gender roles in advertising and mass media seem to typify traditional conventions of both men and women. The female stereotype varies between a collected, family-centered, suburban housewife to a sunsual, power-driven professional. The male stereotype fluctuates in the same manner from a raw and gritty laborer to a sharp and sophisticated businessman. Therefore, gender is portrayed to meet the overall expectations of masculinity and femininity.
With this in mind, I selected an ad for Kettle One vodka that represents a men-only club reminiscent of the 1950-60's era sophisticate. Gathered in this image are a group of well dressed and well groomed gentlemen, enjoying a pure glass of vodka. They're sitting at a round, wood table in large, tacked leather club chairs. The table and men's faces are spotlit while the space around them is blanketed in shadow, giving an air of exclusivity to the place. Overall, I would surmise that these are powerful, successful and respectable men - the type of men that other men would like to hang out with and that women fawn over.
I transformed this masculine fantasy by exchanging the gender role of care-taker, most often associated with women, to the men. In the remixed ad I feature three men at the playground with their children. By converting the context, the product no longer makes sense to the ad. Previously it appeared that Kettle One was an upscale, classy cocktail drank only by the finest clientele. Now, it is a peculiar, misplaced bottle of alcohol uncomfortably paired with the scene. The differing messages in these images are evidence of the persuasiveness of gender stereotyping in advertising and other media.
With this in mind, I selected an ad for Kettle One vodka that represents a men-only club reminiscent of the 1950-60's era sophisticate. Gathered in this image are a group of well dressed and well groomed gentlemen, enjoying a pure glass of vodka. They're sitting at a round, wood table in large, tacked leather club chairs. The table and men's faces are spotlit while the space around them is blanketed in shadow, giving an air of exclusivity to the place. Overall, I would surmise that these are powerful, successful and respectable men - the type of men that other men would like to hang out with and that women fawn over.
I transformed this masculine fantasy by exchanging the gender role of care-taker, most often associated with women, to the men. In the remixed ad I feature three men at the playground with their children. By converting the context, the product no longer makes sense to the ad. Previously it appeared that Kettle One was an upscale, classy cocktail drank only by the finest clientele. Now, it is a peculiar, misplaced bottle of alcohol uncomfortably paired with the scene. The differing messages in these images are evidence of the persuasiveness of gender stereotyping in advertising and other media.
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