A photographer reverses the roles in some sexist ads from the 1950s

Alison Forde

November 27, 2020

A photographer reverses the roles in some sexist ads from the 1950s
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Women's roles have changed considerably over the years, despite the fact that today there still persist some attitudes that would seek to relegate women to home and hearth. In the 1950s, women had a generally recognized role in Western countries: housewife, devoted to children and household chores, always ready to offer her services to her hard working husband. On the other hand, that was also what the controversial advertisements of the time showed, in which beautiful American housewives, with slim and lean physiques, couldn't wait to make the floors of the house shine or to make their husband's dinner. Advertisements like that certainly served to promote a certain type of product and, at the same time, to convey a clear message. Imagine if in these advertisements it was the man who assumed the role of the housewife: what would society have been like? Here photographer Eli Rezkallah tries to reimagine it, reversing the roles in some sexist advertisements.

via Instagram / elirezkallah

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1. When the tomato sauce bottle is so easy to open that even ... a man can open it?

1. When the tomato sauce bottle is so easy to open that even ... a man can open it?

Photography Eli Rezkallah

2. Publicity for a tie

2. Publicity for a tie

Photography Eli Rezkallah

3. The ideal product for washing dishes in record time and being able to spend more time with your children. It applies equally to both genders.

3. The ideal product for washing dishes in record time and being able to spend more time with your children. It applies equally to both genders.

Photography Eli Rezkallah

4. On Christmas morning he too will be happier with a vacuum cleaner as a gift ... what do you think?

4. On Christmas morning he too will be happier with a vacuum cleaner as a gift ... what do you think?

Photography Eli Rezkallah

5. "Women should stay in the kitchen": unfortunately, the essence of certain obsolete advertising from the 1950s has survived into the modern age, with disastrous consequences

5.

Photography Eli Rezkallah

6. All it takes is a pair of Mr. Leggs to have your partner fall at your feet: marketing in bad taste in both cases

6. All it takes is a pair of Mr. Leggs to have your partner fall at your feet: marketing in bad taste in both cases

Photography Eli Rezkallah

7. Point out the woman's inadequacy by posing as her savior at the same time (promoting a brand of beer): "Don't worry darling, you didn't burn the beer!"

7. Point out the woman's inadequacy by posing as her savior at the same time (promoting a brand of beer):

Photography Eli Rezkallah

8. The right pair of pantyhose for the cold: the fundamental purchase for the winter season!

8. The right pair of pantyhose for the cold: the fundamental purchase for the winter season!

Photography Eli Rezkallah

9. The ad seems to hint at what would happen if your partner found out that you didn't try the product in store before buying it - scary right?

9. The ad seems to hint at what would happen if your partner found out that you didn't try the product in store before buying it - scary right?

Photography Eli Rezkallah

10. The Leggs pants brand has created another disaster!

10. The Leggs pants brand has created another disaster!

Photography Eli Rezkallah

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