Advertising is an essential tool used to sell products and services to consumers.
It can also influence social norms and values regarding gender, sexuality, and power. One group that has been underrepresented in advertising is the LGBTQ community. Advertisers have traditionally shied away from depicting same-sex couples in their ad campaigns for fear of alienating potential customers. This reluctance to include LGBTQ individuals in their marketing efforts perpetuates stereotypes and prejudices about this marginalized group, leading to negative societal perceptions. In recent years, there has been a shift toward more inclusive advertising practices, but there are still significant challenges to overcome.
One example of how advertisers' portrayals shape societal perceptions of gender is through the representation of transgender individuals. Trans people often face discrimination and violence, yet they are rarely included in advertising. When transgender people are represented, it is usually as comedic or sexually provocative characters. These portrayals reinforce the idea that being transgender is deviant and exotic. They also contribute to the idea that transgender individuals exist solely for the enjoyment of cisgender audiences.
Another way advertisers impact society's views on sexuality is by promoting heteronormativity. Heteronormativity refers to the belief that heterosexual relationships are the only legitimate form of romantic partnership. Many ads feature straight couples engaged in romantic activities, such as holding hands, kissing, or embracing each other. This messaging suggests that non-heterosexual relationships are less desirable or even taboo.
Advertisers also influence power dynamics between genders.
Many ads promote traditional gender roles, with men being portrayed as strong, independent, and assertive, while women are presented as submissive, nurturing, and dependent. This perpetuates harmful stereotypes that can lead to gender inequality.
Some ads depict women as objects used to sell products rather than autonomous individuals who make their own choices. This objectification contributes to a culture where women are valued primarily for their appearance.
There have been some recent efforts to address these issues. Some companies have incorporated more diverse representations of LGBTQ identities into their campaigns, including same-sex couples and transgender models. Advertisers are also becoming increasingly aware of the importance of ethical standards when creating content. Ethics involves making moral judgments about what is right and wrong and includes consideration of social justice concerns. Ethical standards include respect for diversity, honesty, and authenticity. When advertising agencies uphold these values, they create more inclusive messages that challenge societal norms and promote positive change.
Advertisers play a crucial role in shaping society's perceptions of gender, sexuality, and power through their representation of LGBTQ individuals. While progress has been made, there is still work to be done to ensure that all people are represented accurately and positively. By holding themselves accountable to ethical standards, advertisers can contribute to a more equitable world where everyone feels seen and validated.
How do advertisers' portrayals of LGBTQ identities shape societal perceptions of gender, sexuality, and power, and how are ethical standards applied?
In today's society, many people have accepted the existence of various genders and sexual orientations. The portrayal of LGBTQ individuals by advertisers shapes societal perceptions about these communities. Advertisements play an essential role in shaping societal values and norms, and they help create social images that define what is acceptable behavior and belief systems in the world (Akram et al. , 2018).