Fear in False Advertising
Artist's Statement
I am a 20 year old, LDS, American male who attends BYU.
There are a lot of different things that I, according to society, should be doing at this point in my
life. Men my age are supposed to be enlisting in the military, to prove their
dedication to their country and to their masculinity. Men my age are supposed
to be getting married, so they can have a wife to take care of. Men my age are
supposed to be having kids, the ultimate sign of your life being on track. And
if you are a man my age, at least at BYU, and you aren't doing these things they you should be on a mission, to prove your
dedication to God and Church and to make everyone proud that you are doing what
you should be doing.
Except, I'm not doing any of those things. I am 20 years old
and I'm not in the military, I'm not married or even engaged, I'm obviously not
having children anytime soon, and I have not and likely will not go on a
mission. I am an anomaly, at least according to the ideal. Honestly, all of
these things that I am supposed to be doing, that I am so clearly failing at
doing, terrify me to no end. I can barely take care of myself, let alone a
spouse and kids. And so, I've taken old advertisements of what men are
typically supposed to do, and combined them with still from old horror movies.
Army recruitment propaganda mixed with Michael Myers, the Preach My Gospel
cover mixed with Leatherface, an ad for fatherhood mixed with Linda Blair, a
man and a woman passionately kissing on the streets of New York mixed with
Freddy Krueger. Mixing the typical with the horrific, to show that I am both
missing these seemingly important milestones, and actually, to some extent,
scared of these things to varying degrees.
This is similar to Eileen Maxson's Cinderella+++, which mixed classic Disney scenes with audio from
more modern films. She gave a new meaning, a darker meaning, to these innocent
classics to show just how different reality
is from the expected. Following along with the idea of an incongruity between
societal and medial depictions of what it means to be a man, and what I
experience as a man, recent studies have shown that men are incredibly effected
by the sexist way they are portrayed in advertisements. The Huffington Post wrote an article entitled"Be A Man" which discusses how advertisements, both modern and not,
are promoting a hyper-masculinity that is causing men to feel generally
discouraged with their own self image, and this in turn is leading to low
self-esteem, poor body image and, in extreme cases, things like drug use and
violence towards women.



