Introduction to new works -- 2010 Trial Run Artist Statement

Start from the Beginning

I am a woman.

There are roles that are expected of me and characteristics I have been designated as a woman. I am associated with behaviors or traits that have been classified as feminine such as being sensitive, compassionate, empathetic, and accommodating. Men who display these same traits or behaviors might be ridiculed or even have their masculinity questioned by others. But femininity and masculinity are constructed.

Gender is performed.

And this performance can be linked to identity.

I am investigating the construction of the female identity with respect to the advertiser’s influence. Advertisements are meant to sell products, but they are also selling ideas. They are reinforcing stereotypes as well as exploiting insecurities, which is detrimental to individuals who are unaware of their influence.

I was first really introduced to this idea in my Gender Roles Class. As all the Women’s Studies Classes were required to do, we had an assignment where we had to make a collage of advertisements that were hyper sexualized or exploitative towards women and men (if we could find any). Seeing all the images grouped together, I had an eye opening experience.

Consistently, women are portrayed as passive or even objects. Their bodies are dissected and fragmented. Photoshop has made it possible to alter the images drastically as well. There are even images of women that do not exist. It is a common practice for advertiser to just construct the “perfect woman” from parts of different women. There is also a disturbing trend for advertisers to allude to violence towards women in their advertisements.

Men are portrayed in advertisements as dripping with testosterone. Active and muscular bodies dominate the images. This emphasis on the perfectly sculpted body has had a devastating impact on men as well. There has been a drastic increase in bulimia and anorexia cases among men.

Who benefits from this?

I can’t believe that we as the target audience are benefiting.

The majority of my works feature women because somewhere around 90% of advertisements are marketed towards women. (side-story about CVS meeting)

Even if women are being targeted in advertisements, men should still care about the messages behind the ads. Have you ever heard the saying,

“if Momma aint happy, aint nobody happy”

it’s kinda like that- if women are respected and love themselves- everyone benefits