Advertising. When it's good, it gives us information while being entertaining; when it's bad, it gives us headaches and the occasional groan-inducing scramble to switch television stations. And yet, regardless of quality, all advertising is done under such a microscope, passing through the hands of agencies, production companies, and vendors, that more often than not there are loads of tiny symbols hidden within the piece. Some of these symbols are there to influence the mind subconsciously, while others may try to make the product more relatable to a certain demographic.
Such symbolism in visual advertising comes directly from symbolism in art, which has been around as long as people have been creating canvases or scrawling on cave walls. One of the chief examples of such talk is Jan van Eyck's 15th century masterpiece The Arnolfini Wedding:
On first glance, the painting seems nothing more than a portrait of a couple, yet further investigation shows multiple symbols that offer views on gender roles, class, and domesticity. The woman is near the bed, while her husband is at the window; she is domestic, while he is of the world. The small dog at their feet shows loyalty. The single lit candle on the chandelier may stand for the holy spirit, while the fruits near the window most likely represent fertility.
Honestly, the symbolism in this painting could fill a book (I know I once wrote a 15 page paper on it and felt I didn't even scratch the tip of the iceberg).
But we're not here for art history. We're here because of that pesky headline I wrote: What BJ's is trying to tell you. Mysterious sounding, I know.
Here is the photo that accompanied an advertisement I received in the mail from BJ's Wholesale just the other day:
It's a poor photo, there's no question. Everything looks very staged. The people are positioned in an awkward way that no family would ever stand. And there's some strange Photoshopping happening at the bottom with shadows.
But when studied closer, some very disturbing comments about family and gender begin to lift from the page.
First, the males are both higher in the image than the females. The poor "Mom" character is on her knees, while "Dad" stands tall above everyone with an assuring hand on the shoulder of his son. The guys are the dominant force in the family, the bread winners, the money. This thought is also displayed by the decision to have Dad's hand on the shopping cart. He's in control of the family, while Mom's the one down on the ground.
That's not to say that women are nothing in the image. Their placement in the foreground gives them some dominance. To me it seems that BJ's may be saying "Men may be in control, they may be behind everything (literally and figuratively), but women know how to shop."
The dominance of male over female also is evident in the choice of BJ's to fill the space behind the males with products while letting the space behind the females drift into a white void. What does this say about BJ's thoughts of women? Do the products behind the males represent knowledge? Ability? Power? Or is the blank white space just an aesthetic decision to make the photo flow more into the text that accompanied it in the original advertisement?
Of course, anything is up for interpretation.
Look at what both the boy and girl are handing to their same-gendered parent:
Yes, that's right, daughter is holding eggs while son is holding mounds of hot dogs. Doesn't take a genius to figure that one out. And the way the father is looking down at the son makes it look like they're having some sort of "life lesson" conversation about what those hot dogs are for.
Why is BJ's telling us that women carry eggs and men carry wieners? Are they trying to reinforce some sort of "family" image? Does it tie into the symbolism of superiority of men that the image is already displaying?
Honestly, I don't know. It is pretty creepy, though, don't you think?
Now, I know there are plenty of smart people out there who read this blog. What do you see in this advertisement photo? Am I crazy for seeing the things I've just said? Is BJ's Wholesale really trying to push some strange "Man/Woman" family dominance on us all?
Or am I just seeing thing?