Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
ADVERTISING Historical Context According to A Hint of Homosexuality? author, Dr. Bruce Joffe, gay intimacy and interaction, references to the male genitalia, and threats of sexual conquest of and between men can be documented in adverts as far back as the late 1800s. In fact, he cited the example of an advert for a toy gun from 1917 with the headline, “I am Big Dick.” The history of advertising and marketing to Lesbian, Gay & Bisexual (LGB) people can be divided into five periods: underground, 1900 to 1941; development of an LGB community, 1941 to 1969; the Stonewall Riots and going public, 1969 to 1984; AIDS and retrenchment, 1984 to 1992; and the "gay '90s" and beyond. Impulse Chance Encounters 1998: ‘Men can’t help acting on impulse.’ This perfume is so powerful it can turn Gay men Straight. Mise – en – scene ~ Small leather clad dogs, tight white t-shirts, ‘Village People’ style dungarees, the well known gay writer Quentin Crisp. All of which are stereotypical associations within gay community. Dyer ~ Stereotypes are how people make ‘sense of a society through generalities, patterning's and typifications.’ Important advert - 1st Representation of Homosexuality in British TV Advertising Today Perhaps the most visible example will be seen starting tomorrow, when the home-furnishings retailer Pier 1 replaces the actress Kirstie Alley in its general-market campaign with Thom Filicia, the decorating expert from ''Queer Eye.'' Pier 1, which spends $60 million a year on advertising by Campbell-Ewald, will feature Mr. Filicia in television commercials, magazine ads and even a training video for store employees. Mr. Filicia's sexuality ''never really entered into our decision,'' said Phil Schneider, executive vice president for marketing at Pier 1 Imports in Fort Worth. ''It was not an issue for us.'' Social Context The use of celebrities known to be gay and lesbian comes as homosexuals grow more visible in the popular culture because of shows like ''Queer Eye'' and ''Will & Grace,'' as well as the decisions by stars like Ellen DeGeneres and Rosie O'Donnell to openly discuss their sexuality. The mainstreaming of gay and lesbian endorsers also comes after major advertisers like Ford and Procter & Gamble have sponsored campaigns aimed at the gay and lesbian market; after Martina Navratilova appeared in niche-market adverts for Subaru of America, for instance, she also started appearing in the carmaker's broader campaigns. Dyer ~ ‘The stereotype is taken to express a general agreement about a social group.’ Klapp ~ Social types are representations of those who ‘belong’ to a society.’ The types produced by different social groups according to their sense of who belongs and who doesn’t.’ Gay Celebrities When he was initially approached by Pier 1, Mr. Filicia said, ''the first thing I thought was, Is Pier 1 going to want someone gay to represent them? Probably not.'' ''It's kind of amazing,'' he added, referring to being hired for the campaign. ''It's about design, not sexuality, but it's still a big step for them - and a big step for us.'' ''It doesn't matter if he's gay or not,'' said Lainey Canevaro, vice president at Edelman Entertainment Marketing in Chicago, part of Daniel J. Edelman, which produced the campaign. ''We looked at who we could use as a lifestyle spokesperson, and he's fabulous.'' Popularity ‘The gay identity is now at a level in the popular culture that it can be accessed for this role in adverts aimed at the general market, especially showing gays as trend-setters and arbiters of taste,' Mr. Buford said. 'It runs the risk of alienating the gay community, which has a much more sophisticated read on this, but that always has been the case when something crosses over into the mainstream. It's a journey.’ Dyer ~ ‘The role of stereotypes is to make visible the invisible, so that there is no danger of it sneaking up on us unawares.’ Guinness Guinness advert – ‘Mess’ A good looking young man gets ready for work, making a mess all along the way. After his bath, magazines and other articles float in the water. Selecting his clothes, he sniffs then rejects the shirt by tossing it onto the floor. Meanwhile, a rubber-gloved hand picks up after him. As he runs out the front door, coffee cup in hand, he passes his boyfriend, whom we see for the first time, and the tune "Stand by Your Man" starts. He puts the mug on top of his car and gets in as his boyfriend waves goodbye, the mug clunks to the ground, and the ad closes with a glass of Guinness beer. Brand: Guinness Company: Diageo Year: 1995 Themes: Affectionate Displays, At Home, Couples, Male Kisses, Some Skin. Target: Mainstream Religion "...sexual orientation is not a choice and cannot be altered. Groups who try to change the sexual orientation of people through socalled conversion therapy are misguided and run the risk of causing a great deal of psychological harm..." Raymond Fowler, executive director, American Psychological Association. "At-risk adolescents and parents have a right to know that homosexuality is preventable and treatable and the sooner intervention takes place, the better the prognosis.” Richard Fitzgibbons, MD; writing for NARTH's web site. Religion The battle for the minds of North Americans on the topic of sexual orientation is not between homosexuals and heterosexuals. It is mainly between conservative Christians and the rest of society. Conservative Christian groups have sponsored newspaper and TV adverts in an attempt to convince the public that homosexual orientation is a choice that can be readily changed through trusting Jesus as Lord and Savior and by reparative (conversion) therapy. The adverts were followed up with a TV advert campaign in 1998-October which concluded ‘It's not about hate, it's about hope.’ The major television networks have refused to run these adverts. Bob Davies, the executive director of Exodus International, claims this is because leaders of homosexual-rights groups pressured the networks. Reaction of gay, lesbian and bisexual groups Demonstration: On 1998-AUG-22, hundreds of gays and lesbians protested. They waved signs; one read "Don't crucify us with hate." D. James Kennedy, who heads Coral Ridge Ministries commented: "This ad campaign is not about hate. It's about hope. Hope for change...People need to know this [homosexuality] is not a lifetime sentence. No one has been saying that. Change is possible." Some people who claim to have been healed of their homosexuality were present at the news conference. Bisexual groups' response: The bisexual and transsexual communities were outraged at the adverts of the religious right. Some were also not particularly enamored at the response adverts by lesgay groups which had ignored bisexuals and transsexuals. America The state unveiled two antismoking advertisements that will appear in publications for gay men and lesbians. It is the first time that the state has used tax money from an anti-tobacco initiative to reach gay audiences. Officials said that the prevalence of smoking among gay men and lesbians was 70 percent higher than among the general population. ''The state's lesbian and gay communities smoke at distressingly high rates,'' said Dr. Diana M. Bonta, the state health director. One advertisement says that smoking is the No. 1 killer among gays, lesbians, bisexuals and transgendered people. The other says tobacco companies promote their products among gays. Two tobacco companies have challenged the campaign in federal court. John M. Broder (NYT) Britain In November 1986, the British government finally grasped the scale of the AIDS problem, setting up a Cabinet Committee devoted to combating what was rapidly becoming an epidemic. £20 million was earmarked for a publicity campaign, £5 million of which was to be spent on television commercials which could be adapted for cinema. Against a backdrop of icebergs and tombstones, the voice of the actor John Hurt sounded a chilling warning of an impending Aids epidemic. It was seen as a classic among advertising campaigns. Designed to frighten people into practising only safe sex, the notorious "Don't Die of Ignorance" adverts launched by the Government in 1986 were hailed as a success in raising awareness on HIV and Aids. But 16 years later, sexually transmitted infections (STIs) have soared to record levels and young people who missed the Aids scare of the late Eighties and early Nineties are engaging in increasingly risky sexual behaviour. Ikea Ikea advert – ‘Dining room table’ Groundbreaking, famous advert for Swedish furniture maker IKEA, made news around the world, though it was rarely seen. It features a male couple shopping for a dining room table together. The two middle-aged men, who finish each other's sentences, say ‘a leaf means commitment.’ At the end, one says, ‘We've got another leaf waiting for when we REALLY start getting along’ - perhaps implying having children. Brand: IKEA Company: IKEA International Year: 1994 Themes: Gay couples Made by Annabelle & Lily