Here this advertisement literally reads, “The only thing worse than going to the ballet is going to the ballet to watch your son.” And in the bottom right corner, “Raise a Champion.” But, as astute cultural studies students, we can read farther into it, and see its problems. This magazine ad is making it clear to its audience that having a son who does ballet is nothing short of a familial tragedy. Fathers are supposed to raise big, strong, athletic sons that act like “champions” and do honorable things like play soccer. Males who partake in the performing arts, or I assuming any type of art in this case, are portrayed as weak and lacking “manliness”. This advertisement positions you, and shows you exactly what is expected in culture out of a son. But how fair is it?
The moment I saw this ad I immediately cringed. It just seems so archaic and made me quite sad that people still think like this. Is athleticism a requirement to be considered an ideal male? And if so, why is soccer valued higher than dance? I don’t know about you, but I have guy friends who are into dance, even ballet, and they are absolutely ripped. They’re bodies are more built than other male athletes I know. How can they possibly be viewed as substandard and something that good parents shouldn’t allow. This ad is pretty easy to read. It brings up many red flags in ways at which culture defines gender, and points out the inequalities. But, this image maybe a little more complex.
This is actually a mock-Nike ad submitted to a graphic design contest for CMYK magazine. CMYK selected it as a finalist and printed it in an issue. It was meant to be a joke, a social critique on how the machismo stereotype is still valued and sought after in our culture, or at least in our corporate produced media. While meaning no harm, by making a joke about it, it is still ultimately proving that the stigma is still out there. Culture still has a problem will dudes that like to dance.
This advertisement is very powerful. I think it makes a very strong statement and is a solid example to help portray how advertisements and media directly effect the culture of today's society. It seems that this ad has a direct correlation to one of Richard Dyre's claims: white male bodies are essentially more superior than everyone else. The image above is promoting this 'racism.' It is ads like this that help keep this notion alive in our society. A son can do anything he pleases, even ballet. However, this ad encourages the absolute opposite. Ads like this allow for people to 'go against' society's cultural norms and standard thus making one look like an outcast.
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