p rarmstrong 019 Rolf Armstrong

The composition presents a portrait within a circular frame, set against a dark background that emphasizes its central subject. Here we see a young woman depicted in a stylized manner, characteristic of early twentieth-century advertising aesthetics. Her gaze is directed towards the viewer with an expression suggesting playful longing and aspiration. She wears what appears to be a fur-trimmed hat or headband, adding a touch of luxury and sophistication to her appearance. The artist has rendered her features with a degree of idealization, emphasizing smooth skin and bright eyes.
The text accompanying the portrait is integral to its meaning. The phrase Gee! if I were a man Id wear immediately establishes a narrative of desire and identification. This sentiment suggests an aspiration for masculine attributes – power, authority, or perhaps simply freedom from societal constraints placed upon women at the time. The brand name “REIS,” prominently displayed in a bold, geometric typeface within a triangular red and white emblem, is positioned as the vehicle for this desired transformation. Below it, Lavender Label Union Suits further specifies the product being advertised, grounding the aspirational text in a concrete commercial offering.
The subtexts embedded within the image are complex. The advertisement leverages prevailing gender roles to promote its product. By presenting a woman expressing a desire to embody masculine qualities through clothing, the artist taps into anxieties and aspirations surrounding identity and social mobility. The use of Gee! suggests an informal, almost confessional tone, intended to create a sense of intimacy with the viewer. The visual pairing of the idealized female portrait with the brand name implies that wearing “REIS” suits can somehow bridge the gap between genders or allow women to access traditionally masculine domains.
Furthermore, the overall design – the circular frame, the bold typography, and the stylized rendering of the woman – reflects the aesthetic conventions of early advertising, aiming for immediate visual impact and memorability. The image is not merely a product advertisement; its a carefully constructed narrative designed to evoke desire and associate the brand with aspirational ideals.