As anyone who’s ever seen just about any advertising campaign knows, sex sells. In order to appeal to the heterosexual male market, advertisers place stick-thin female models dressed in revealing outfits next to products like cars and cologne to instill the idea that buying this brand will get you that kind of woman.
It’s no big secret that this type of sex-based advertising has reinforced societal stereotypes of what is “naturally” feminine and attractive. In order to prove just how UNnatural (and slightly ridiculous) these stereotypes are, a Ducati dealership called MotoCorsa decided to turn a classic advertising trope–the “motorcycle babe”–on its head by featuring men in a Ducati photoshoot.
The Portland, Oregon-based dealership shot a series of photos using a traditionally “sexy” female model next to a Ducati 1199 Panigale motorcycle. Then, some of MotoCorsa’s brave male staff members donned women’s apparel and copied each of the model’s poses. The result was this photo series, entitled MANIgale.
Perhaps the most fascinating part of this series is how it reveals the innate differences between how men and women perform “sexy.” The female model seems to instinctively know how to use her body, effortlessly matching the curves of the motorcycle. The men’s poses, on the other hand, seem awkward and forced. Hardwired by society to be rugged and rough, the men seem out of place as they somewhat unsuccessfully attempt to mirror the soft smoothness of their female counterpart.
While you might be chuckling to yourself looking at these photos (we’ll admit it, they are amusing), just keep them in mind the next time you see a “hot woman” used in an advertisement. You might just find yourself imagining an Average Joe Ducati salesman posing in her place.
What do you think of this gender-reversed photoshoot by MotoCorsa?
Photos via Huffington Post