Advertisement for The Arrow Collar Man 1932

Editor: This is J.C. Leyendecker's "Advertisement for The Arrow Collar Man" from 1932, a painting depicting an elegantly dressed couple on a staircase. It evokes such a feeling of old Hollywood glamour, but something about the man's slightly detached presence feels unsettling. What do you see in this piece? Curator: Beyond the surface of luxury and sophistication, I see a reflection of shifting gender roles and societal expectations of the 1930s. The Arrow Collar Man wasn’t just selling shirts; he was selling an ideal of masculine identity—a stoic, powerful provider. Editor: So the image presents a specific construct of masculinity? Curator: Exactly. The woman, draped in a luxurious gown, appears almost as ornamentation, supporting this construct. This image needs to be unpacked because what are they *actually* selling? An aspiration towards upward mobility achieved through aligning with these norms and ideas of gender. Where does that leave anyone outside these expectations? How does it impact perceptions of self-worth and relationships? Editor: That's a lot to unpack from what seems like a simple advertisement! It makes me think about how much advertising shapes our perceptions, even now. Curator: It really does. Looking closely at Leyendecker's work forces us to confront the historical roots of contemporary social dynamics, helping us question the narratives that continue to influence our understanding of gender and class. Editor: I never thought about advertisements in this context, now I see it. Thank you for enlightening me!