“Femmes soyez…” : épitre de St-Paul
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The quality of this video varies due to older technologies and image degradation.

To the tune of Vive la Canadienne, a voice sings «Vive la ménagère» ("Long Live the Housewife") while excerpts from advertisements show women serving men and children, cleaning, and making themselves beautiful. The images appear in rapid succession and are synchronized with the lyrics of the song. This creates a feeling of alienation which ironically denounces feminine stereotypes and the conditioning that women are subjected to by advertising.

1973
Canada
4:50
Original language
French

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Credits

Direction
Carmen Lapchuck
Production
Carmen Lapchuck

Technical information

Color
Black and white
Image format
4:3
Sound
Mono
Shooting format
Betacam

Documentation

Further information

Alary Lavallée, Julie. "De la bible à la télé : Femmes soyez de Carmen Lapchuck", .dpi - Feminist Journal of Art and Digital Culture, 2014-2015.

Images
Keywords
Sexism, Women, Femininity, Advertisement, Stereotypes