Ellen And Her Lucky (J.C.) Penney

HELLO PEOPLE! It's been a long month, and there's a lot that has happened, so let's jump right back into it and talk about some Gay. Ad. Ver. Ti. SING, shall we?

Let me start off by painting a picture for you. There I am, laying in bed...in my underwear...waiting for something special. Intrigued? You'll have to read on for more.

So unless you've been living in a cocoon reading the dictionary for the past month, you have probably seen all this hoopla-whatnot shenanigans with Ellen DeGeneres, J.C. Penney, and a "million" not-so-happy mothers.

OneMillionMoms, an oh-so-fun group that is determined to censor everything because they are "tired of all the negative influences our children are forced to contend with," came out in the beginning of February against J.C. Penney's decision to have Ellen DeGeneres as their spokesperson. Because Ellen is gay and OneMillionMoms, well, doesn't swing that way, they tried to get J.C. Penney to fire her because the entire world would explode if their children saw her in their ads. However, J.C. Penney did not back down, and fought back in support of their new spokesperson. Let's take a little journey as to what happened, shall we?

January 25th - Ellen announces partnership with J.C. Penney. Wurk.

February 1st - OneMillionMoms sends out message to boycott J.C. Penney for their decision, saying most of their customers are "traditional" and won't shop there anymore. Mmmmhmmm...

February 7th - Ellen brilliantly addresses the situation on her show.

February 9th - J.C. Penney CEO Ron Johnson goes on CBS This Morning, stating they don't "really look at it as a controversy" and that they "stand squarely" behind Ellen.

Okay, back to me in my underwear. I'm going to add that I was in my bed in a hotel room, with a large Domino's pizza, a 20-ounce Coke, and two delicious lava brownie cake thingies. As I was stuffing my face, I was waiting to watch the Academy Awards (which is my Super Bowl. If you talk while I'm watching, I will react...) but I was also excited to FINALLY see these J.C. Penney ads that were about to premiere. Lying in my food coma, I caught all four of them. Here they are below:

Overall, I was very pleased with these. I think they used Ellen exactly as they should have...as Ellen. She was her kooky, fun self and delivered J.C. Penney's new message in a way that spans across many markets. At first I thought they felt like a few Target ads I've seen (which isn't a surprise since Ron Johnson used to work there) but after watching them a few times, they stand on their own. 

I think the best thing about this whole situation is the amount of support Ellen from J.C. Penny got from the American public. Yes, she's gay, but this goes to show that people are looking beyond that and, quite frankly, don't really care. Before J.C. Penny, she was in commercials for CoverGirl and American Express, and no one seemed to mind then, so why should they care now? Fun fact that J.C. Penney actually pulled their ads from Ellen's sitcom when she originally came out in 1997, but all of this support just shows how dedicated they are to finally move in the right direction, which is wonderful. Even uber-conservative Bill O'Rilley came out in her defense, calling the boycott a "witch hunt" and "not the spirit of America." I mean, these are some amazing signs of improvement from some unexpected places that I hopefully will help with LGBT equality in advertising in the future. 

Oh, and OneMillionMoms? On Thursday, they announced they are stopping their efforts to have Ellen fired because "other issues" require their attention. Cool, see ya, BYYYYE!

Lipstick?...Check. Hair?...Check. Controversy?...Double Check.

HAPPY NEW YEAR EVERYONE!

Did everyone have a great holiday? Eat your body weight in sugar cookies? Find that random special someone at 11:59pm to kiss? 

For the new year, why not start off with a little commercial controversy, shall we? Totes. 

The following ad below is getting quite a bit of talk and controversy for the subject matter...take a look below:

Hmmmmmmmm...

So the ad is from New Zealand tampon company Libra depicting a woman and a drag queen character (I'm obsessed with her eye-glitter) giving each other some "I look better than you" looks while applying cosmetics and adjusting the bosoms. But at the end, the biological woman pulls out her tampons, "winning" the battle do to the indication that she is capable of menstruating, and the drag queen leaves in a huff. End with the tagline, "Libra Gets Girls." 

See how this is a tad bit offensive? If not, let me walk you through it...

Ever since its December 21st premiere, people in NZ and around the world have been in an uproar about this ad. Many have gone to social media, stating they're boycotting the product because of this ad. To get an idea of the complaints, The New Zealand Herald spoke with Agender NZ president Cherise Witehira about her reactions and the reactions of many others in the transgender community. Calling the ad "blatantly transphobic" she goes on saying, "It's extremely offensive because it's pretty much saying the only way you can be a woman is to get your period. That's where a lot of the anger in the community is coming from - it's saying you are not a woman unless you can get your period. Obviously we can't menstruate. However, we identify as female." They also claim that the ad clumps transgender women and drag queens as one (which is fo sho not the case) and reinforces the thought that transgender people are "not normal."

After the enormous amount of complaints, Libra came out with a statement today on their Facebook page responding to the commercial:

"Libra regrets any offence taken to our recent tampon advertisement. It was never intended to upset or offend anyone.

Independent research was undertaken and the advertisement was viewed positively during that testing.

Libra takes all feedback very seriously, and in response to this, we will immediately review our future position with this campaign based on the feedback received. There are no further advertisements scheduled in New Zealand.

The advertisement has not aired in Australia. The advertisement was placed on Facebook however this has also been removed."

As nice as it is that Libra came out with this statement and has pulled the ads from

Facebook and TV, Queerty pointed out that the video is still up on the home page of the company website...aaaaand there goes that apology.

Even the star of the commercial Sandee Crack (God I love drag queen names) posted on her Facebook wall for a petition to keep the ad on the air. That petition (at time of post) has received 191 signatures, the one to take it off has received 1,712.

When I first saw the ad this morning, my first reaction was just, "Ugh, really?" I read some comments on the Facebook page that included things like, "Lighten up!" or "Come on people, it's 2012! Laugh a little!" Yeah, it's 2012, I'm not going to "lighten up" about the fact that people are still using the LGBT community as the butt of the jokes in advertising. It amazes me that companies make these ads and not one person through the whole process says, "Umm, don't you think this might offend a few people?" Yes, controversy will get people talking (aka Benetton), but when it is putting down an entire group of people and openly using them for a laugh, that's when the line should be drawn. I also have to agree with Cherise about the ad clumping drag queens and transgender people into one. I've personally known lot of people that assume most drag queens want to become women, or label transgender MTF as drag queens, not knowing they are two completely different things entirely. But with the subject matter of this commercial and the drag queen's reaction, I think this ad only promotes the stereotype of them being one category, which is unfair to both. And the tagline, oh the tagline. "Libra Gets Girls." Cherise said it's "saying you are not a woman unless you can get your period," and I think that sums up how I feel about this ad. If that tagline was just in a typical tampon commercial, fine, great tagline...but with the subject matter at hand, it really does twist the message a little, making me feel just a little uneasy. 

There seem to be a lot of people that see this as funny, and if you do, fine. We have a different sense of humor. But I think if more people understand who it's offending and their reasons, perhaps they might see it in a different light... 

UPDATE: The spot is finally now off Libra's homepage. Took a bit longer than it should have, but at least it's now off... 

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!

MORE Interpretation of Putting A Ring On It

Like Cabbage Patch Kids or eight ball pog slammers, I found a trend for y'all...

If you recall, I posted a few weeks ago about local Kansas jewelry store Tevol releasing a billboard that featured two men, one with his arm around the other, looking at some wedding bands. Just to recap, I was a tad bit annoyed with the fact they said the ad was open to interpretation and not coming out (no pun intended...JK LOL BFF it totally is) saying if it was or wasn't meant to be a gay couple.

Well, mamma's got ANOTHER local jewelry store that put out an ad featuring two women, and this time they flat out saying, "Why yes! It IS a lesbian couple! And?" Check out the picture of the couple below and head over to CBS Baltimore to watch the news story:

This time, it's local Baltimore jewelry store Charles Nusinov and Sons that ran an ad in various local newspapers with the headline "Let's Grow Old Together" featuring various couples, including lesbians! Vice President Sydney Nusinov stated his reasonings for including a lesbian couple: "I think same-sex couples just want the same American dream that straight couples want...From a business standpoint, I think it would help us to have a whole new subsection of customers getting married." Preach gurl...eh...man. He even says they're getting positive responses for the ad, and when the TV crew showed it to random people, all of them were not bothered by it at all. Now, not to say everyone feels that way, but it's great to see these people not really worry about how they're advertising to the LGBT community. 

Now, I've always thought local companies have a such an advantage/risk with advertising to the LGBT community. They have the a bit more freedom with their advertisements and the content they include, which is a plus, but also it's a bit more "risky" because the clientele is much smaller. So if a large part of the community doesn't like the fact they included LGBT figures in their ads, it could have a negative effect on them, which is horrible. I commend Charles Nusinov and Sons for doing this ad and standing behind the content. Even though gay marriage isn't legal in Maryland (yet) they still chose to tastefully support the community while opening up to a new type of clientele for their business. It's a great example for other companies looking to do ads like these that it CAN work and it CAN help the business. I mean, if more business' could think this way a) I'd have a lot more content for your viewing pleasure and b) it could help open people's minds to the subject and get us closer to the equal rights we deserve. 

Props to my sista from the SAME mista Elizabeth for sending me this!

Favorite Gay Ad - Google Chrome "It Gets Better"

So, before I go any further, I wanted to talk about my personal favorite ad. As I was prepping and researching for this blog, I saw a LOT of commercials and a few really caught my interest. But one magical night in the middle of my Tuesday night ritual of "Glee" and pizza rolls, that all changed. I’m sure many of you have already seen it, but if not, watch right now. No, seriously, stop reading and watch. I’m not kidding...

Yes, this ad is for the Google Chrome browsing system and features the amazing It Gets Better Project started by Dan Savage and Terry Miller. First, let’s talk about the execution of the commercial itself. From the start, with the headlines mixed with the striking piano playing, it instantly grabs your attention. I don’t think anyone can deny that. The commercial tells the IGB story in a beautiful fashion, educating the viewer about the project while engaging them on the emotional effects it has had. The pacing of this really lets you absorb each component and gives you a true sense of how someone can change lives with a simple message. I’ve seen quite a few LGBT-themed ads and there are quite a lot out there that don’t have the perfect balance of accurately portraying the a gay theme while advertising the product at hand. After I saw this commercial, I was so touched by the subject matter, but at the same time got that anyone can send their message out to the whole world through these Google products. I think it’s very hard for companies to find that balance, and Google hit that nail right on the head.

I’m calling this commercial a milestone. Yup, I’m going that far, and here’s why. Google is one of the biggest companies in the entire world. With what they were advertising, there are so many different organizations that they could have picked to demonstrate the product. The fact that they decided to pick the It Gets Better Project to start off this campaign just shows what kind of balls Google has. Not only did they pick to focus on this LGBT theme, but they decided to air it on a primetime show on a major network, which just blows my mind. They knew that a lot of people watching "Glee" that night needed to hear this message and give inspiration to people struggling with their sexual identity. Most LGBT TV ads, as Adweek says, “rarely leave the comfort zone of Bravo and Logo,” but Google broke that barrier and made it mainstream, which is absolutely brilliant. I hate saying that this commercial is a “risk” for Google and that they “have balls” for what they’ve done, but I think the more companies that do this, the more it won’t be thought of as a “risk” in the future. And from what Google has done with this commercial, it’s a sign that we’re on our way...

What do you all think about this? Do you think Google broke the barriers with doing this ad or do you see it as just another gay-themed ad? 

Full Credits for "It Gets Better"