Posted on February 1, 2015, by Monika Haebich
Often in the advertising industry, menswear is portrayed in the context of extreme, “macho” masculinity: Shirtless, tanned, oiled and built men frequently pose in advertisements, and male models are often featured in ways that confirm a view of masculinity as the equation to and promotion of danger, emotional stability and control, violence, and hypersexuality. Just as female audiences can be alienated by unrealistic (and often sexist) portrayals of the female ideal, male consumers are often likewise left feeling inadequate in relation to the advertising industry’s portrayal of extreme hypermasculinity.
Rather than portray the idealized myth of traditional masculinity within my advertisements, I chose to instead use two models that convey masculinity in a more realistic manner. The two men are meant to look aspirational without looking alienating to match my brand’s persona, which is meant to be inviting and classic with a bit of edge.
I chose to photograph the two models in similar positions and outfits to convey a consistent brand image. Like the clothing, the ads are minimal and classic, and I hoped to convey a sense of everyday quality for the everyday man. The name of the brand is likewise simple and memorable, and I used my last name (rather than my first) as it is more unique, more memorable (for its pun) and more masculine.
In the mind of the consumer, perception is truth. For this reason, it was great to see how photographs and branding can influence a consumer’s perception of reality.
About The Author: Monika Haebich is a senior enrolled in the College of the University of Pennsylvania, Class of 2015.
Posted on January 21, 2015, by Roberta Fallon (TheArtBlog.org)
A Photographic Exhibition by Harvey Finkle at the main branch of the Free Library of Philadelphia Until 2/15/15 in Conjunction with “One Book, One Phildelphia.”
An historic, exciting transformation is occurring in this unique neighborhood, South Philadelphia, the original destiny for immigrants arriving in this city during the last decades of the 19th century and early 20th century. This diminishing population of descendents of European immigrants from over a century ago are being replaced today by immigrants from a variety of other countries, but bringing the same energy, values and hopes brought by their predecessors a century ago. As a Jewish community that some once estimated at a quarter million evaporated and the Italian community slowly shrinks, they are being replaced by Indochinese from Cambodian, Vietnam and Laos; by Indonesians of both Christian and Muslim faiths; by Mexicans and most recently by refugees from Nepal and Burma.
South Philadelphia is a microcosm of what is occurring in old neighborhoods of many large cities throughout the country. New immigrants and refugees are revitalizing urban neighborhoods with their energy and commitment that emulate what prior immigrants brought. Homes, shops and restaurants, once vacant and deteriorating are being regenerated; schools are being refilled; even religious facilities are being restored or constructed to reflect the varied belief systems of these new arrivals. Simply put, they work hard, want to live in safety, raise their families, educate their children and worship without fear.
This is a unique historic moment. The issues of immigration are once more at the forefront of a national discussion. Immigration will continue to be a natural occurrence throughout a globalizing world, imposing the need for major political and policy decisions. Social movements have already blossomed. An organized, informed grass roots effort can influence and enable beneficial decisions. This work can offer some small contribution to the already existing local and national discussion.