For 12 years I was the literature editor of LeftLion magazine. It was an incredible experience, particularly the editorial meetings where it was compulsory for everyone to smoke and swear. The LeftLion attitude back then was not to take yourself too seriously, prod and poke at anyone who thought they were summat, and to find unique ways of saying stuff that had been said many times before. In local dialect this meant being chelpy.
It’s probably because of this that I’ve enjoyed creating these spoof adverts with help from a very talented English student called Izaak Bosman. A lot of the adverts below appeared in women’s magazines, many from a period in history when the only purpose of a woman was to look pretty, get a man, and do as she was told. You could say that we’re subverting meaning, that these appropriated adverts represent semiotic warfare, but the truth is we just like fannying about on a computer and this is more fun than tweeting me me me me me.
We’ve all been in relationships where it suddenly ends and you have to start sharing out the possessions…which is why I’ve always insisted on keeping my books on my bookshelf so that none of them get pinched. To this day I am still fuming that an ex kept my first edition copy of Captain Corelli’s Mandolin when we went our separate ways. The cover, its place on the bookshelf are so vivid I have nightmares still to this day. So the advert above is for all of those with a broken heart (and a stolen book).
You want a man to kiss you? Get the right lipstick! But from our perspective the only thing that will put you both ‘on the same page’ is reading the same book. This advert was also an opportunity to promote Five Leaves Bookshop. At every opportunity Dawn of the Unread has tried to promote and support other organisations.
We added the ‘what is she reading’ to this one. I can’t remember what ‘she’ should have been doing. It was probably something like ‘But what is she cooking?’
“We Can Do It!” is one of the most iconic adverts in history. It first appeared as an American wartime propaganda poster produced by J. Howard Miller in 1943 for Westinghouse Electric as an inspirational image to boost worker morale. The little brain on the lapel relates to one of the four tasks we set readers on our App and coincided with the launch.
If you google ‘woman reading’ you’ll find millions of paintings. I particularly like this one by Charles Edward Hallé (1846–1914), an English painter of history scenes, genre scenes, and portraits. Expect many variations on this in the future…