Gay Ads: A Scholarly Subject

God, I remember sitting in the library during those crazy college years writing a paper I was just SO interested in about Chinese immigrants settling in Canada. Even more exciting, I was only able to use scholarly journals as resources. Let's just say I would've rather have been listening to Nickelback's complete library of songs on full blast while somehow simultaneously being forced to watch hours of Gilmore Girls (theyjusttalktoodamnfast) than read these journals.

I know, WHAT is the point of this story...I promise there's one, and here it is: The Journal of Advertising published a study done by the University of Miami School of Communication called "How Minority Consumers Use Targeted Advertising as Pathways to Self-Empowerment: Gay Men's and Lesbians' Reading of Out-of-the-Closet Advertising." FINALLY, a scholarly article mamma can enjoy!

Even though I really wanted to read this article, it costs $30 to read...and to me, that's two weeks worth of meals consisting of PB&J and whatever cereal is on sale at the store. However, the Eurasia Review wrote up a great article highlighting some key points and findings in the study. It involved 25 diverse gay and lesbians who watched 10 to 15 different commercials that “exemplified dominant gay and lesbian portrayals” in order to find links between advertisements that incorporated the gay community and how that affects their social/self perception. Below are the five strategies found in these ads that were interpreted by the participants. I'm highlighting what I think are key points using the fascinating tool called the "Bold" button...

Gay men accepted the perception of “higher disposable income of gay male households” and transformed material consumption into a definition of self-worth. “I was on many consumer panels because I fit the profile of gay men who have disposable income and travel a lot,” one participant said.

Participation in the mass market was equated to membership in mainstream society. “We got money. We contribute to the corporation. We contributed to big business. We got families. We are part of the mainstream now,” a participant said.

Targeted advertising was identified as an essential step in achieving social and political inclusion. “Consumer rights, citizenship, and civil rights are intricately connected in the United States […]. And when we express our identity as a consumer, that reinforces and strengthens our identity as a citizen,” a participant said.

Perpetuating problematic depictions of gays as effeminate men or lesbians as “sexualized femme” was tolerated in the interests of social inclusion. “I was ambivalent when watching this commercial. It’s playing up the stereotype. But for me, if you can see gay people on TV in Texas, it’s positive,” one participant said.

Participants were willing to give up something of their sub-cultural identity for the sake of total acceptance in society. “When we are truly accepted in the society, we will just blend in […] even if that might mean sacrificing our uniqueness,” a participant said.

It makes me very happy that this study happened and someone is taking a serious look at the subject. Some of the findings aren't very surprising to me, but others I'm kinda shocked by. I've always felt if more companies include LGBT figures in their mainstream ads, it can really have an impact on people's perceptions towards the community. Ads are something that people see every single day and truly do have an influence in our culture, and not only does the inclusion raise more awareness, but it gives the LGBT community more of a sense of acceptance.

The finding about "if you see gay people on TV in Texas, it's positive" is one that I've struggled with for a long time and sometimes don't 100% agree with. For me, if the way we're being portrayed is as a stereotype or as a punchline on TV in not-so-accepting areas, is that really a good thing? Yes, it's a gay person on TV, but I think it could just make it seem more acceptable think of the community as a joke rather than moving them one step closer to accepting the community. Again, struggle...

The last finding about "blending in" even if it means "sacrificing our uniqueness" just makes me sad. I'm a huge advocate of being yourself and not hiding who you are. (Please, I have Britney Spears crap all over my desk at work, and I'm not ashamed of it at all.) However, I know it's much easier said than done and many of us (myself included) have scaled down who we are to fit in one time or another. But the more exposure we get (i.e. in advertising, hence why I'm here) and understanding we have from mainstream society, I hope there will be absolutely no need for "sacrificing our uniqueness."

Whew, my fingers hurt. Again, I really think this study is fantastic and let's hope we find more like this very soon.


Thanks to the amazing LGBT marketing firm Target 10 for posting this article!