VCC304H5 Lecture Notes - Lecture 7: J. C. Leyendecker, Roland Barthes, Hegemonic Masculinity
18 Mar 2019
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Vcc304 lecture 7: performing and subverting the masculine (02-25-19) Leyendecker was artist who created advertisements that embodied masculine ideal. Irony that charles beach, his partner, was the model and business manager for his work: leyendecker"s work was aggressively heterosexual and promoted hegemonic masculine ideals but also covertly subverted the ideals by including gay subtext, e. g. Liberty bonds ad, 1918: liberty bonds = government-sold investments that are under market value but go towards wartime aid, question of why both lady liberty and boyscout have beach"s face implication of homosexual bond, sword as phallic imagery, e. g. What"s signified: advertiser intended male suitor to be wooing female in painting, can read subversive meaning that man (homosexuality signified by yellow carnation) is not looking at the woman but the men in background. Changes after wwii: contrast between leyendecker"s ad for interwoven socks vs. norman rockwell"s g. i.
