Advertising and the Representation of Queer Bodies
Advertising is an integral part of contemporary culture, influencing how individuals perceive themselves and their world through carefully crafted messages that shape perceptions about products, services, and brands.
When it comes to representing queer bodies, there are both advantages and challenges for advertisers to consider. On one hand, appealing to queer consumers can expand an organization's customer base and generate increased revenue. On the other hand, navigating the ethical implications of selling sexualized imagery while striving for authentic representation of diverse bodies presents unique dilemmas. This paper will explore these tensions and offer insights into potential solutions.
The profit motive behind advertising drives companies to present images that appeal to large audiences and increase sales. As such, depictions of idealized body types and heteronormative gender roles have traditionally been the norm in advertising. In recent years, however, some advertisers have begun to embrace more inclusive representations of queer identities, acknowledging that LGBTQ+ individuals make up a significant portion of society.
Calvin Klein has featured transgender models like Ruby Rose and Miley Cyrus in its advertising campaigns, while Abercrombie & Fitch hired transgender model Hari Nef for a marketing campaign. These actions demonstrate a shift towards greater acceptance of diversity and authentic representation.
This progress also raises important questions around ethics. Some critics argue that these ads reinforce harmful stereotypes by tokenizing queer people as 'exotic' or unusual, emphasizing their differences from the mainstream without fully embracing them as equals. Others point out that many brands still rely on sexualized images to sell products, which can perpetuate problematic attitudes about sex and intimacy.
A 2018 Durex condom commercial showed two women kissing passionately before one pulled away, leaving her partner alone with a box of condoms. The scene suggests that sexual pleasure is exclusively available through heterosexual encounters, ignoring the realities of same-sex relationships.
To address these challenges, some organizations are prioritizing authenticity over profit motives.
Gillette's ShavingSensation campaign featured diverse bodies and genders to challenge conventional notions of masculinity. Similarly, Apple's iPhone X launch commercial celebrated gender nonconformity by depicting three friends who express themselves creatively and unapologetically. Both cases show how companies can balance genuine representations of queer identities with commercial interests by highlighting individuality and self-expression rather than appealing to stereotypes.
Advertisers must navigate between profits and social responsibility when representing queer bodies in their marketing strategies. By acknowledging the complexities surrounding sexuality, intimacy, and identity, they can create commercials that authentically represent diversity while avoiding damaging tropes and biases.
This approach will benefit both the LGBTQ+ community and business bottom lines alike.
How do advertisers negotiate between authentic representation of queer bodies and profit motives, and what ethical dilemmas arise from these tensions?
While many advertisements feature diverse body types and sexual orientations, some may still struggle with portraying LGBTQ+ individuals accurately while also catering to their target audience's needs. This can lead to ethical dilemmas such as oversexualizing queer people for marketing purposes or stereotyping them based on their gender presentation.