Advertising is an essential tool for businesses to promote their products and services to potential customers. It plays a significant role in influencing consumer behavior and can have both positive and negative effects. In recent years, there has been an increasing trend towards using queer imagery in advertising campaigns, which raises several questions about its impact on society. Queer imagery refers to depicting same-sex couples, non-binary individuals, or transgender people in advertisements.
Some critics argue that this representation can be problematic because it erases the struggle and history of the LGBTQ+ community while manipulating the image of queerness. This article explores whether advertising can manipulate queer imagery while erasing struggle and history through a detailed analysis of various examples from different industries.
Representation of queer identities in advertising
Advertising agencies are starting to incorporate more diverse representations of gender identity and sexual orientation in their campaigns as consumers become more open to seeing themselves reflected in adverts. The rise of digital marketing platforms such as social media and online video streaming has made it easier for brands to reach target audiences with personalized messaging.
In 2019, Gillette launched an advert featuring a same-sex couple kissing, celebrating masculinity beyond the binary. Similarly, Benetton's 'Unhate' campaign featured gay kissing models on billboards worldwide in 2012. Such campaigns aim to showcase acceptance and inclusivity by portraying non-traditional relationships. It is also essential to note that brands often use these images to create a sense of authenticity and uniqueness, which makes them stand out from competitors.
The representation of queer identities in advertising does not always reflect real life experiences. Many adverts tend to idealize or sanitize queer relationships, presenting them as perfect and conflict-free.
An Amazon Prime commercial shows two men dancing together in a bar, but they do not interact with other people and have no other storyline. In addition, some adverts oversimplify complex issues related to sexuality, such as transgender individuals transitioning or interracial couples. These depictions can be harmful because they reinforce stereotypes about LGBTQ+ individuals and fail to address their struggles. Some critics argue that such imagery presents a false reality that perpetuates prejudices against queer individuals.
Erasing struggle and history
The representation of queer identities in advertising is problematic because it erases the struggle and history of the community. Advertisers are more interested in creating eye-catching ads than accurately representing the diverse experiences of queer individuals. By doing this, they miss the opportunity to educate consumers about the challenges faced by the LGBTQ+ community, including discrimination, violence, and marginalization. This erasure can lead to a lack of empathy for the community, which can affect how consumers respond to different products or services marketed to them.
Many brands use queer imagery without supporting LGBTQ+ organizations or causes. It is easy for companies to create a campaign featuring same-sex couples or non-binary individuals without promoting social justice or advocating for equal rights. Such actions can be seen as tokenism, where brands use diversity without making meaningful contributions to society.
Gap's 'Born to Be Wild' commercial featured a non-binary individual with the tagline "Be Who You Are," but there was no call to action or information about gender identity. As a result, some viewers felt that the brand was using transgender people as props to sell clothing rather than genuinely celebrating diversity.
Manipulating the image of queerness
Advertising also manipulates the image of queerness by presenting an idealized version of what it means to be queer. The industry uses attractive models, sexual innuendos, and provocative language to grab attention. Some critics argue that such tactics objectify queer individuals and reinforce negative stereotypes about homosexuality. In addition, advertisers may portray queer identities as subcultures or fads instead of recognizing their cultural significance.
Abercrombie & Fitch launched an ad campaign in 2016 featuring two shirtless men kissing while shopping for clothes. Although the company received criticism, they defended themselves by saying that they wanted to promote inclusivity and positivity.
The ad does not mention anything about LGBTQ+ struggles, which undermines its purpose. Similarly, Calvin Klein released a series of adverts featuring transgender model Hari Nef wearing underwear and kissing a woman on the lips. While this representation is positive, it fails to address broader issues affecting the community, including violence against transgender women.
Advertising can manipulate queer imagery while erasing struggle and history. Brands use diverse representations of gender identity and sexual orientation to create personalized messaging and stand out from competitors.
These depictions often idealize queer relationships, fail to recognize the challenges faced by the community, and ignore social justice causes. As a result, consumers may not understand the complex realities of being queer, leading to a lack of empathy and support for the LGBTQ+ community. Advertisers must be more responsible in representing queer identities and supporting social change through meaningful action if they want to avoid manipulating the image of queerness.
Can advertising manipulate queer imagery while erasing struggle and history?
The idea that advertisers can utilize LGBTQ+ imagery while also dismissing queer people's struggle for rights is not uncommon. While it is true that many companies have been embracing this movement and promoting inclusivity through their advertising campaigns, there are still concerns about whether they actually embrace diversity or simply exploit it for profit.