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Back in the day, in the 1950s, a perfect woman was imagined as a diligent wife who took care of all household chores, prepared delicious meals for her husband and raised her children. This was done of course, with a smile on her face!
Keeping up with that image many of the advertisements during that time were tailored to show women in that so-called “perfect” setting.
Eli Rezkallah, a photographer and video editor form Beirut, Lebanon, was deeply inspired by the ads and created a series titled “In A Parallel Universe”. In his work, he reversed the gender roles in the ads. Thus revealing the absurdity of the stereotypes to the world … with a touch of 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.”
Check out the photographs and tell us your thoughts about them.
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