ADVERTISING

1
REPRESENTATION

• ADVERTISING

2
Historical Context

• According to A Hint of Homosexuality? author, Dr.
  Bruce Joffe, gay intimacy and interaction,
  references to the male genitalia, and threats of
  sexual conquest of and between men can be
  documented in adverts as far back as the late
  1800s. In fact, he cited the example of an advert
  for a toy gun from 1917 with the headline, I am
  Big Dick.The history of advertising and
  marketing to Lesbian, Gay Bisexual (LGB) people
  can be divided into five periods underground,
  1900 to 1941 development of an LGB community,
  1941 to 1969 the Stonewall Riots and going
  public, 1969 to 1984 AIDS and retrenchment, 1984
  to 1992 and the "gay '90s" and beyond.

3
Impulse

• Chance Encounters 1998
• Men cant help acting on impulse. This perfume
  is so powerful it can turn Gay men Straight.
• Mise en scene Small leather clad dogs,
• tight white t-shirts, Village People style
• dungarees, the well known gay writer
• Quentin Crisp. All of which are
• stereotypical associations within
• gay community.
• Dyer Stereotypes are how people make sense of
  a
• society through generalities, patterning's and
  typifications.
• Important advert - 1st Representation of
• Homosexuality in British TV Advertising

4
Today

• Perhaps the most visible example will be seen
  starting tomorrow, when the home-furnishings
  retailer Pier 1 replaces the actress Kirstie
  Alley in its general-market campaign with Thom
  Filicia, the decorating expert from ''Queer
  Eye.'' Pier 1, which spends 60 million a year on
  advertising by Campbell-Ewald, will feature Mr.
  Filicia in television commercials, magazine ads
  and even a training video for store employees.
• Mr. Filicia's sexuality ''never really
• entered into our decision,'' said
• Phil Schneider, executive vice
• president for marketing at Pier 1
• Imports in Fort Worth. ''It was not
• an issue for us.''

5
Social Context

• The use of celebrities known to be gay and
  lesbian comes as homosexuals grow more visible in
  the popular culture because of shows like ''Queer
  Eye'' and ''Will Grace,'' as well as the
  decisions by stars like Ellen DeGeneres and Rosie
  O'Donnell to openly discuss their sexuality. The
  mainstreaming of gay and lesbian endorsers also
  comes after major advertisers like Ford
• and Procter Gamble have sponsored
• campaigns aimed at the gay and lesbian
• market after Martina Navratilova
• appeared in niche-market adverts
• for Subaru of America, for instance,
• she also started appearing in the
• carmaker's broader campaigns.
• Dyer The stereotype is taken to express a
• general agreement about a social group.
• Klapp Social types are representations of
• those who belong to a society. The types
• produced by different social groups according to
  their sense of who belongs and who doesnt.

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Gay Celebrities

• When he was initially approached by Pier 1, Mr.
  Filicia said, ''the first thing I thought was, Is
  Pier 1 going to want someone gay to represent
  them? Probably not.''
• ''It's kind of amazing,'' he added, referring to
  being hired for the campaign. ''It's about
  design, not sexuality, but it's still a big step
  for them - and a big step for us.''
• ''It doesn't matter if he's gay or not,'' said
• Lainey Canevaro, vice president at Edelman
• Entertainment Marketing in Chicago, part of
• Daniel J. Edelman, which produced the campaign.
• ''We looked at who we could use as a lifestyle
• spokesperson, and he's fabulous.''

7
Popularity

• The gay identity is now at a level in the
  popular culture that it can be accessed for this
  role in adverts aimed at the general market,
  especially showing gays as trend-setters and
  arbiters of taste,' Mr. Buford said. 'It runs the
  risk of alienating the gay community, which has a
  much more sophisticated read on this, but that
  always has been the case when something crosses
  over into the mainstream. It's a journey.
• Dyer The role of stereotypes is to make
  visible the invisible, so that there is no danger
  of it sneaking up on us unawares.

8
Guinness

• Guinness advert Mess
• A good looking young man gets ready for work,
  making a mess all along the way. After his bath,
  magazines and other articles float in the water.
  Selecting his clothes, he sniffs then rejects the
  shirt by tossing it onto the floor. Meanwhile, a
  rubber-gloved hand picks up after him. As he runs
  out the front door, coffee cup in hand, he passes
  his boyfriend, whom we see for the first time,
  and the tune "Stand by Your Man" starts. He puts
  the mug on top of his car and gets in as his
  boyfriend waves goodbye, the mug clunks to the
  ground, and the ad closes with a glass of
  Guinness beer. Brand GuinnessCompany
  DiageoYear 1995
• Themes Affectionate Displays, 
• At Home, Couples, Male Kisses,
• Some Skin.
• Target Mainstream

9
Religion

• "...sexual orientation is not a choice and
  cannot be altered. Groups who try to change the
  sexual orientation of people through so-called
  conversion therapy are misguided and run the risk
  of causing a great deal of psychological harm..."
  
• Raymond Fowler, executive director, American
  Psychological Association.
• "At-risk adolescents and parents have a right to
  know
• that homosexuality is preventable and treatable
  and

10
Religion

• The battle for the minds of North Americans on
  the topic of sexual orientation is not between
  homosexuals and heterosexuals. It is mainly
  between conservative Christians and the rest of
  society. Conservative Christian groups have
  sponsored newspaper and TV adverts in an attempt
  to convince the public that homosexual
  orientation is a choice that can be readily
  changed through trusting Jesus as Lord and Savior
  and by reparative (conversion) therapy.
• The adverts were followed up with a TV advert
• campaign in 1998-October which concluded
• It's not about hate, it's about hope.
• The major television networks have refused to run
  
• these adverts. Bob Davies, the executive
• director of Exodus International, claims this is
• because leaders of homosexual-rights groups
• pressured the networks.

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Reaction of gay, lesbian and bisexual groups

• Demonstration On 1998-AUG-22, hundreds of gays
  and lesbians protested. They waved signs one
  read  "Don't crucify us with hate." D. James
  Kennedy, who heads Coral Ridge Ministries
  commented "This ad campaign is not about hate.
  It's about hope. Hope for change...People need to
  know this homosexuality is not a lifetime
  sentence. No one has been saying that. Change is
  possible." Some people who claim to have been
  healed of their homosexuality were present at the
  news conference.
• Bisexual groups' response The bisexual and
  transsexual
• communities were outraged at the adverts of the
  religious
• right. Some were also not particularly enamored 
  at the
• response adverts by lesgay groups which had
  ignored
• bisexuals and transsexuals.

12
America

• The state unveiled two antismoking advertisements
  that will appear in publications for gay men and
  lesbians. It is the first time that the state has
  used tax money from an anti-tobacco initiative to
  reach gay audiences. Officials said that the
  prevalence of smoking among gay men and lesbians
  was 70 percent higher than among the general
  population. ''The state's lesbian and gay
  communities smoke at distressingly high rates,''
  said Dr. Diana M. Bonta, the state health
  director. One advertisement says that smoking is
  the No. 1 killer among gays, lesbians, bisexuals
  and transgendered people. The other says tobacco
• companies promote their products among
• gays. Two tobacco companies have
• challenged the campaign in federal court.
• John M. Broder (NYT)

13
Britain

• In November 1986, the British government finally
  grasped the scale of the AIDS problem, setting up
  a Cabinet Committee devoted to combating what was
  rapidly becoming an epidemic. 20 million was
  earmarked for a publicity campaign, 5 million of
  which was to be spent on television commercials
  which could be adapted for cinema.
• Against a backdrop of icebergs and tombstones,
  the voice of the actor John Hurt sounded a
  chilling warning of an impending Aids epidemic.
  It was seen as a classic among advertising
  campaigns.
• Designed to frighten people into practising only
  safe sex, the notorious "Don't Die of Ignorance"
  adverts launched by the Government in 1986 were
  hailed as a success in raising awareness on HIV
  and Aids.
• But 16 years later, sexually transmitted
  infections (STIs) have soared to record levels
  and young people who missed the Aids scare of the
  late Eighties and early Nineties are engaging in
  increasingly risky sexual behaviour.

14
Ikea

• Ikea advert Dining room table
• Groundbreaking, famous advert for Swedish
  furniture maker IKEA, made news around the world,
  though it was rarely seen. It features a male
  couple shopping for a dining room table together.
  The two middle-aged men, who finish each other's
  sentences, say a leaf means commitment. At the
  end, one says, We've got another leaf waiting
  for when we REALLY start getting along - perhaps
  implying having children. Brand IKEACompany
  IKEA InternationalYear 1994Themes Gay couples

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• Made by
• Annabelle
• Lily