Shifting the shape of advertising

Taking a slightly different approach to shapeshifting, social media has for a while been circulating pieces that draw our attention to some of the ways women are framed in advertising and fashion. They do this by switching the gender roles and placing men in traditional women’s fashion poses, or switching the context out to the real world instead of a fashion shoot. The intention might be solely or partly comedic, but it is also a good technique to get people thinking about our assumptions and expectations about gender.

One of the examples of this is from a shoot of male comedians in traditional female fashion model poses.

A second example is a series of shots of men posing in typical women’s fashion stances; like the first example, drawing the attention to the way women are often posed in sexy, coy, and frankly ridiculous ways.

And a third shows women in everyday surroundings, removed from the high fashion scene, reproducing poses from shoots. The argument here is that women are often pictured in unnatural positions that are not only ridiculous but also link women with weakness, madness, and the artificial. The link comes from a blog where I found this, but the work is from Yolanda Dominguez, who has followed it up with another switch out from a Chanel ad.

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Can you imagine male models being used in this way? So far I’ve not come across any examples using the reverse technique, of placing women in traditional men’s fashion poses, but it’s worth considering how that may work, or if it would work, and what it might tell us about expectations and assumptions about men.

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