Advertising plays an important role in shaping public perceptions of sexual identity and gender roles. It can be used to promote positive representations of marginalized groups like LGBTQ+ individuals, but it can also perpetuate negative stereotypes and misconceptions about them. Advertising is often designed to appeal to the largest possible audience and may therefore oversimplify or distort images of queerness. This article will explore how advertising has been used to manipulate queer imagery while erasing histories of struggle and resistance.
Advertising has long been criticized for its heteronormative portrayals of gender and sexuality. Historically, advertising has portrayed women as submissive housewives, men as breadwinners, and lesbian, gay, bisexual, transgender, and queer people as deviant or unnatural. These portrayals have been reinforced by advertisers' desire to appeal to traditional values and norms. Advertising has also frequently used sexually suggestive images of male and female bodies to sell products, which can reinforce harmful ideas about what constitutes attractiveness.
Calvin Klein's "Obsession" ad campaign featured nude models of all genders, but was still accused of objectifying women. Advertisers have also used sexual imagery to target specific demographics, such as using scantily-clad models to market alcoholic beverages to young men.
There has been a growing trend towards more inclusive representation in advertising. Companies like Ben & Jerry's Ice Cream and H&M have released campaigns that feature LGBTQ+ individuals and their families. Advertisements for Prudential Insurance and Airbnb have showcased same-sex couples and their children. Even the Super Bowl, traditionally dominated by hypermasculine sports culture, featured an ad featuring a drag queen. These ads are often praised for promoting diversity and inclusion, but they may also erase histories of struggle and resistance.
Advertising is a business, and companies must balance creative expression with financial considerations. This can lead to oversimplification or distortion of queer identities.
A 2018 Gap ad featuring transgender model Ruby Rose was criticized for reducing transness to a single visual motif: an individual wearing a dress and standing alone against a white background. Similarly, some critics argue that the 2021 Met Gala theme, "In America: A Lexicon of Fashion," relied too heavily on stereotypes of queerness without exploring its history or complexities. Some argue that this "rainbow washing" - profiting off of queer identities while neglecting their struggles and contributions - is worse than no representation at all.
Advertising can be used as a tool for social change. Advertisers have promoted public awareness campaigns about HIV/AIDS prevention, LGBTQ+ rights issues, and other societal concerns.
These efforts can backfire if they reinforce negative stereotypes or fail to engage meaningfully with communities affected by these issues.
AIDS charity organizations have been accused of exploiting gay men's bodies in advertisements to raise money.
Advertisers have been criticized for using LGBTQ+ individuals as tokens or gimmicks to sell products rather than addressing systemic discrimination.
Advertising has both positive and negative impacts on queer representation and identity. It can help promote inclusive values while also perpetuating harmful stereotypes.
It is up to companies, consumers, and activists to hold advertisers accountable and demand more nuanced and authentic representations of queerness.
Can advertising manipulate queer imagery while erasing histories of struggle and resistance?
Yes, advertisements have often been accused of manipulating queer imagery to appeal to consumers with varying preferences and identities, but this practice can also serve to erase histories of struggle and resistance within LGBTQ+ communities. By creating an image that is sanitized for mass consumption, advertisers may be glossing over important moments in queer history and ignoring the struggles many individuals still face today.