There has been a growing trend for brands to incorporate LGBTQ+ imagery into their marketing campaigns. This is often done through using same-sex couples in advertisements or showcasing non-binary identities.
Some people argue that this move towards mainstream acceptance of queerness may be detrimental to its subversive nature. They believe that by making it more commonplace, it loses its ability to shock and provoke thought. In this essay, I will explore both sides of the argument and provide evidence for why normalization can actually enhance the power of queer representation.
Does Normalizing Queer Imagery Dilute Its Subversive Power?
Those who argue against the normalization of queer imagery claim that it makes it less impactful. When something becomes accepted as ordinary, it loses its ability to challenge norms and push boundaries. By showing gay couples kissing or transgender people being comfortable in their own skin, brands are no longer breaking new ground. Instead, they're simply reinforcing societal expectations about what is considered "normal."
Some worry that this type of representation can lead to tokenism, where companies use queer individuals to check off boxes without truly addressing issues facing the community. If the goal is to increase visibility and awareness, then presenting these images as normal may have unintended consequences.
Examples of Tokenism
One example of this can be seen in a recent Gap ad featuring two dads with their adopted child. While the image was well-received by many, others criticized it for portraying white cisgender men as the only acceptable form of family structure. It perpetuates the idea that there is only one kind of family unit, ignoring other marginalized groups within the LGBTQ+ community. Similarly, an advertisement for KFC featuring drag queen Divina Granola showed her interacting with children, which again raises questions about whether companies are using queerness to sell products rather than promote equality.
Can Normalization Enhance the Power of Queer Representation?
Advocates for normalizing queer imagery argue that doing so actually enhances its subversive nature. By making it commonplace, brands can help break down stereotypes and challenge preconceived notions about sexuality and gender identity. When queer people see themselves represented in popular culture, it helps them feel less alone and more accepted in society. This can ultimately contribute to greater social change over time.
When everyone sees queer images on billboards or TV screens, it becomes harder for bigots to deny their existence. As attitudes shift towards acceptance, normalization can play a key role in pushing things forward.
Challenging Norms Through Normalization
An example of how normalization can be effective comes from the success of shows like "Modern Family" or "Queer Eye." These programs feature diverse characters who challenge traditional ideas about what makes a family or a man. By presenting these stories as relatable and familiar, they make it easier for audiences to connect with them on a personal level. The same goes for ad campaigns where brands use queer individuals in everyday settings - showing them enjoying a drink at Starbucks or shopping at H&M helps to destigmatize LGBTQ+ identities. In both cases, the goal is to show that queer lives are ordinary and deserve equal representation.
While there are valid concerns about tokenism and the potential dangers of normalization, there is also evidence to suggest that it can have a positive impact on society. By making queer imagery more visible and accessible, companies can help create a world where all kinds of love and expression are celebrated equally. It's up to us as consumers and creators to hold brands accountable for how they choose to represent diversity and ensure that it goes beyond simply selling products.
We must work together to create a world where everyone feels seen and valued for who they truly are.
Does the normalization of queer imagery in advertising dilute its subversive power?
The normalization of queer imagery in advertising has been a contentious issue for many years, with some arguing that it dilutes its subversive power. On the one hand, proponents of this view argue that when companies are no longer afraid to showcase gay people, bisexual people, transgender individuals and other non-heterosexuals in their ad campaigns, they lose their ability to challenge social norms and promote progressive values.