Advertising is one of the most powerful tools for creating desires that drive consumer behavior, but it also has a dark side. Advertising often utilizes queer aesthetics and images in order to sell products and services without acknowledging the struggles of LGBTQ+ people. By doing so, they can manipulate consumer desire while erasing important aspects of queer life. This essay will explore how this happens.
Let's define some terms. Queer aesthetics are visual representations that have been appropriated from subcultures such as drag culture and fetish communities, which celebrate non-normative gender expression and sexuality. These aesthetics include clothing styles like leather jackets, tight pants, heels, and high boots, as well as makeup looks that emphasize eyeliner and other features. The goal of advertisers is to tap into this aesthetic in order to create an alluring image that encourages consumers to buy their product.
A car company might feature an ad showing a man in a dress driving their vehicle. While these types of images may seem empowering or liberating at first glance, they do not address the reality of living as a member of the LGBTQ+ community.
We need to examine how queer aesthetics are used to create desire among consumers. Advertising companies use sex appeal to entice viewers, whether that be through suggestive poses or explicit language. Incorporating queer aesthetics allows them to add an element of intrigue, while also downplaying the difficulties faced by members of the LGBTQ+ community.
A lingerie brand could show two women kissing passionately without mentioning the legal battles that same-sex couples face when seeking marriage equality. By omitting these struggles, the advertiser creates a false sense of ease around LGBTQ+ identity, making it appear as though anyone can achieve happiness simply by purchasing their product.
Let's look at how erasure plays a role in this process. Erasure occurs when important aspects of a marginalized group's experience are overlooked or ignored in favor of a more palatable narrative. When advertisers employ queer aesthetics but fail to acknowledge the challenges of being queer, they reinforce harmful stereotypes and perpetuate oppression. This can lead to feelings of isolation and alienation for those who do not see themselves reflected in mainstream media.
Erasure contributes to the idea that being queer is only about superficial appearances and does not require any deeper understanding or engagement with social justice issues.
Advertisers must take responsibility for the ways they utilize queer aesthetics in order to sell products. They should strive to create positive representations of queer people that address both their struggles and their successes, rather than exploiting their sexuality for commercial gain. Doing so would help foster greater acceptance and empathy within society while also providing accurate depictions of what it means to be LGBTQ+.
How does advertising manipulate queer aesthetics to create consumer desire while erasing struggle?
Advertisements often employ queer aesthetics by portraying individuals who do not conform to heteronormative gender norms or sexual orientations as being trendy, fashionable, unique, and desirable. This is done in order to appeal to consumers who may identify with these traits and are seeking products that will enhance their individuality.