Signs and Ads

Footwear

I noticed this sign on the Orange Line last Tuesday:

HereToHere

The heading reads: “HOW TO GET FROM HERE.  TO HERE.”  On the left, there’s a well-worn pair of work boots; on the right, a shiny new pair of dress shoes.

The caption says: “Without educational credentials, there’s only so far you can go in your career.  Wentworth can give you the credentials you need to go from employee to boss.  Earn your degree or certificate and become the leader you’ve always wanted to be.”

On top right of the sign someone wrote: “Boots rule, you bourgeois pigs.”

When I saw the boots I thought “hard work; action; building things; getting things done.”  When I saw the dress shoes pitted against the boots, I thought “corporate office; oceans of email; long meetings; windows that don’t open.”

I assume the creators of the ad were counting on viewers to interpret the symbols differently: boots are supposed to represent a dead-end job, the drudgery of manual labor, a low salary, a lack of recognition.  Dress shoes, I suppose, are meant to indicate opportunity, sophistication, power, an advancing career.  Boots mean “worker,” and dress shoes mean “boss.”

By that reading, the ad insinuates a repugnant idea: that trade work is inferior to office work and that anyone wearing boots to their job should aspire to someday have the privilege of wearing dress shoes, a privilege so enviable that they might want to consider becoming indebted to Wentworth to obtain it.

Education should be a pathway to having greater choice and control in one’s work and life — I’ve experienced those benefits, and I think they should be available to everyone.  But dress shoes represent a very narrow-minded idea of success.  If Wentworth’s marketing department had used visual symbolism focused on choice and empowerment — if they had selected imagery that contrasts professional immobility with the increasing opportunity and self-directedness that can come with education, this might have been a decent ad.  Instead, Wentworth presents a view of education as what?  A credential shop?  A class elevator?  A place to change one’s fashion?  (I won’t get into the fact that both types of footwear depicted are men’s, or that they are both made of the skin of abused animals.)  I was glad to see that this sign received a bit of the graffiti it asks for.