The image of a perfect woman in the 1950s is familiar to all of us – a diligent wife, slaving around the house all day, preparing delicious meals for her hardworking husband, taking care of the children, and all that with a smile, of course. This image was reflected a lot in the ads of that era too. Inspired by them, photographer and video editor from Beirut, Lebanon, Eli Rezkallah created a series called “In A Parallel Universe” where he switched up the gender roles portrayed in those ads to reveal the absurdity of such stereotypes with humor.

“Last Thanksgiving, I overheard my uncles talk about how women are better off cooking, taking care of the kitchen, and fulfilling “their womanly duties,” Rezkallah writes on his website. “Although I know that not all men are like my uncles and think that way, I was surprised to learn that some still do, so I went on to imagine a parallel universe, where roles are inverted and men are given a taste of their own sexist poison.”

Scroll down to see these funny recreations of old-school ads for yourself!

More info: elirezkallah.com

#1

60's Ads

Eli Rezkalla Report

Ladies and Gentlemen
Community Member
3 years ago

That really is one Sexist-Ad! jeez.

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#2

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Eli Rezkalla Report

Petra Christovová
Community Member
3 years ago

Wow. This one is especially disgusting.

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#3

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Daniel (ShadowDrakken)
Community Member
3 years ago

Eh, this one is pretty demeaning both ways. Not cool in either case.

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#4

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Alia Gail
Community Member
3 years ago

just noticed the guy is a cow lol

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#5

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David Toh
Community Member
3 years ago

Nice touch to have the man wear tight clothes.

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#6

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Kjorn
Community Member
3 years ago

either way it's not ok. but people seem to be ok when the role are reverse and it's the men who are in that situation. people find it funny.

OWLbystarlight
Community Member
3 years ago

It's not meant to be funny, it's reversed to show how terrible the standard was back at the time (and honestly STILL is in many cases).

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Zrcalo Sveta
Community Member
3 years ago

dont think its funny, but more shocked that this ad existed.

CbusResident
Community Member
3 years ago

Some men 'won't like' this new version of the ad, but some definitely will! It depends on what sort of weird shit the guy is into.

Kimai Rosy
Community Member
3 years ago

Hardly the same one looks like she's about to get hit hard the other one looks he is about to enjoy his spanking.

Community Member
3 years ago

I don't mind a spanking ;) just saying lol.

Jennifer
Community Member
2 years ago

I don't mind spanking a man. Just saying.

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Ja Legge
Community Member
3 years ago

Wow. I am not sure if anyone notices or it's my perspective that differs. I see a man about to spank in a "harsh" manner cuz of his form. The woman in a gentle form.

Susann Campbell
Community Member
3 years ago

When I was a little girl, all the women did all the work even more so when get together s happened. Men sitting around talking and then even getting served beer or anything else. I hated it then and even told the Aunties and grandmothers and mom, they just laughed. I still don't think it was right and these add are not funny either way. Sorry to be a downer but this spanking thing hit home.

Jennifer
Community Member
2 years ago

I'm glad you spoke out to your family. You were a strong girl.

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Lynn Moore
Community Member
3 years ago

Sure, physical violence will fix it! Another subliminal message to men

Dan Holman
Community Member
3 years ago

Well, from things I've heard some men might like this role reversal.

Jennifer
Community Member
2 years ago

A lot of them do. I know.

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Black Dahlia
Community Member
3 years ago

When a woman is beaten it's a tragedy, when a man is beaten it's a comedy.

Jordan Fire Star
Community Member
3 years ago

Exactly, if a man slaps a woman he is a 'abusive husband' if a woman slaps a man she is a 'strong man who can stand up to a man'

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Owls Rutherford
Community Member
3 years ago

Some people pay for this kind of treatment XD

Loretta D la Spriella
Community Member
3 years ago

Then go do the store testing yourself useless twat!! And don't touch me..

P Webb
Community Member
3 months ago

Not quite a reversal. His hand is raised WAY WAY higher than hers. He's seriously about to hurt his wife, whereas she's just fixin' to give him a fun little paddlin'!

Just another brick in the wall
Community Member
5 months ago

Abuse is never funny, and the sad thing is that some people don't believe it can happen to men as well, some people don't even believe that it happens to woman.

Jarrod Lee
Community Member
2 years ago

To be fair... guy looks like his boyfriend gives it to him rough, so no worries.

QUITTED BORED PANDA!
Community Member
2 years ago

The right one is transphobic...

Jennifer
Community Member
2 years ago

How is it "transphobic"?

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Craig Reynolds
Community Member
3 years ago

I'm guessing this was the beginnings of S&M. . .

Robert Bailey
Community Member
3 years ago

The font on the right is terrible. What's fresber coffee?

Roman Aljoshin
Community Member
3 years ago

Should be "fresHer"

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kuikkaP
Community Member
3 years ago

Very gender fluid looking hubbie 😁

Judy Hobart
Community Member
3 years ago

I can't stop laughing!!

Lynn Moore
Community Member
3 years ago

Whether men or women, the ads are not okay, but intended to show how far we have come and to think about what we had to do to get here.

P Webb
Community Member
3 months ago

The point is only one of them was an advertisement, the other is just satire showing how wrong the advertisement was.

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Jon Chevalier
Community Member
3 years ago

not funny either way

P Webb
Community Member
3 months ago

Neither is supposed to be funny. Of course both would be wrong. But the point is that picture on the left was an ACTUAL REAL advertisement used to sell products to people. The one on the right is merely satire showing how wrong & ridiculous & sexist the advertisements back then WERE!

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Paul Longenecker
Community Member
3 years ago

Either picture is bad , and not very funny !

P Webb
Community Member
3 months ago

Not supposed to be funny. Of course BOTH are wrong. But the point is that ONLY the picture on the left was an ACTUAL REAL advertisement used to sell products to people. While the one on the right is merely a satire showing how wrong & ridiculous & sexist the advertisements back then WERE!

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Jordan Fire Star
Community Member
3 years ago

Am I the only one who noticed that in all of these pictures, the men look gay?

Owiella Freddie
Community Member
3 years ago

This one is just sick!

Brent Kaufman
Community Member
3 years ago

I'M NOT STORE TESTING FOR FRESHER COFFEE EITHER! Honey... Honey....?

CbusResident
Community Member
3 years ago

Some men 'won't like' the result of the new ad, but some men definitely will. It depends on what sort of weird shit the guy is into.

Aunt Messy
Community Member
3 years ago

They're here and they're whining.

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Katie Jamberri Nails
Community Member
3 years ago

How did they get her hair like that?

devin devine
Community Member
3 years ago

http://www.telegraph.co.uk/men/thinking-man/advertisers-now-portray-men-the-way-they-portrayed-women-in-the/

devin devine
Community Member
3 years ago

"What is more concerning is advertisers' and programme makers' depiction of men as stupid, subservient slaves to career-juggling supermums – a trend that runs from the buffoonery of Daddy Pig to an endless tidal wave of cretinous TV ad dads."

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Daniel (ShadowDrakken)
Community Member
3 years ago

See, now this is funny both ways.

Bored Fox
Community Member
3 years ago

In the original ad the woman looks like she is enjoying so it can also be sign of spanking fetish (part of BDSM) instead of domestic violence. In that case people who want to be spanked do something stupid to their partner so they must be 'punished'. That is totally consensual and has nothing to do with violence.

P Webb
Community Member
3 months ago

This was an add used to sell coffee back in the 50's, not BDSM.

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Larisha Shelman
Community Member
3 years ago

Spanking was such a thing way back when... http://www.retrospace.org/2008/10/they-spanked-women-in-old-days.html

Jennifer
Community Member
2 years ago

That doesn't mean it was okay. Anything to keep an adult woman on the level of child. ( Not that children should be abused either.)

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Anouk
Community Member
3 years ago

Oh I dunno....she doesn't seem to mind being spanked. Maybe she bought crappy coffee on purpose ;p

anarkzie
Community Member
3 years ago

I think that's because they still wanted her to look pretty.

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María Paz Greene F
Community Member
3 years ago

I think this is actually a little funny, hehehe. Please don't hate me :(

M O'Connell
Community Member
3 years ago

Between consenting adults, anything goes. The wife doesn't exactly look afraid in that first picture...

Barbara Johnson
Community Member
3 years ago

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Too dominatrix to be the opposite of sexist. Make her ass much bigger and put school marm shoes on her, make her look MEANER and him look more out of control and haggard.

Aunt Messy
Community Member
3 years ago

Why? Women are as competent as men at whatever they want to do. And we don't have to make ourselves ugly to do it. Remember, Ginger Rogers did everything Fred Astaire did....backwards and in high heels.

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Lonely Dragon
Community Member
3 years ago

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Sexist? Yeah. Old as fuck? Also yeah. Mainstream society doesn't treat women like this. Why do people think it's funny when the roles are reversed? Sexism is not okay, even if it's against men.

scrappyrat
Community Member
3 years ago

I wouldn't call it old as fuck, as far cultural trends go. This first appeared in 1952, so approximately 65 years...women haven't been treated like independent humans for very long. In the 60's women still couldn't have a bank account without having a man sign off on it. Either her father or her husband had to give her permission or the bank would turn her away. It's scary how recent that is historically. This is why we have to be so vigilant about our rights and be so careful about backsliding, which is especially worrisome in the current political climate. Spanking between adults (especially men spanking women) is presented in most media less as an act of physical aggression and more as a sexual act. I'm pretty sure that's what the authors of the original ad were intending to evoke--less than subtle sexual overtones. This is likely why the artist chose this ad. Men are less likely to be portrayed as helpless sex objects.

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Ojberretta Berretta
Community Member
3 years ago

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that ones fuken great the left one of course

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#7

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Eli Rezkalla Report

Ladies and Gentlemen
Community Member
3 years ago

Damn, these are really sexist ads. I had never seen them. Glad to see things changed for good.

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#8

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Anouk
Community Member
3 years ago

She's holding a pooper scooper....bwahahaha!

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#9

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Michael Vickery
Community Member
3 years ago

Who uses 750 dishes a month? That's 25 a day.

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#10

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Lynda Touart
Community Member
3 years ago

Erm, those are tights, not leotards.

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