Advertising is an essential part of modern society that communicates the values, beliefs, and desires of companies to consumers through various media such as television, print, radio, billboards, social media, and more. Companies need to promote their products and services to attract customers and increase sales.
Recent years have seen a shift in how advertisements portray diverse communities, including the LGBTQ+ community. The question is: How do advertisers reconcile the tension between authentic queer representation and commercial imperatives? And what ethical frameworks guide these decisions?
In the past, advertisements featuring gay characters were rare, often stereotypical, and limited to specific industries like fashion, cosmetics, and entertainment. Today, major brands are increasingly using queer representation in their ads to appeal to a broader audience and support diversity, equality, and inclusion. But the decision to include or exclude certain groups can be complicated, and advertisers must consider several factors, including cultural norms, target audiences, market trends, brand identity, and financial goals.
One approach is to create ads that showcase real people representing diverse identities and experiences.
A Gillette razor campaign featured transgender model Sam Smith to highlight inclusivity and acceptance. Another strategy is to use celebrities with high visibility and credibility within the LGBTQ+ community, like Ellen DeGeneres or Laverne Cox. This approach allows companies to tap into existing fan bases and reach wider audiences without alienating potential customers who may not identify with the community.
Advertisers face criticism for exploiting marginalized groups for profit while failing to address systemic discrimination, inequality, and prejudice. Some argue that queer representation should only appear in contexts where it makes sense, such as Pride Month celebrations or campaigns focused on LGBTQ+ issues. Others advocate for more meaningful representation that challenges societal attitudes and promotes positive change.
To navigate this tension, some brands turn to ethical frameworks like the Triple Bottom Line (TBL) approach, which considers economic, social, and environmental impacts of business decisions. TBL encourages responsible corporate citizenship by balancing short-term profits with long-term sustainability, accountability, and social responsibility. Advertising agencies can use TBL principles to evaluate their practices, assess risks, and make informed choices about queer representation.
Reconciling authentic queer representation and commercial imperatives requires careful consideration of multiple factors. Companies must balance financial goals, cultural norms, target audiences, brand identity, and ethical standards to create inclusive and effective ads. By adopting ethical frameworks like TBL, they can promote equality, inclusion, and social justice while meeting business objectives.
How do advertisers reconcile the tension between authentic queer representation and commercial imperatives, and what ethical frameworks guide these decisions?
Advertising companies must balance the need for marketing success with the desire for genuine LGBTQ+ representation. To do this, they frequently employ ethical frameworks such as the Triple Bottom Line Approach, which considers environmental, social, and economic factors when making business choices. Advertisements can showcase diverse representations of queer individuals, but only if they are relevant to the product being sold.