Feje discusses in this article the portrayal of gay and lesbian people in our advertisements today. He goes through different years of progression, from gay people not being included in any advertisements, to gays being included in sexually explicit advertisements, to gay people having their own magazines and newspapers that may advertise them in a different light than they see fitting.
Feje talks about the “gay” market being targeted because they are seen as “consumers.” He analyzes the process in that certain advertisers were afraid of using gay men in ad campaigns because they were afraid how society would react. Fashion designers like Calvin Klein started putting gay men in his jean advertisements, straight people would be unaware that they were gay, but gay people would know. I thought that this was interesting because it seems almost sneaky to portray this gay model as a straight individual.
The stereotype of the gay community being upscale, wealthy, fashionable, educated, with expensive belongings was a big part of this article. It is interesting that society has gone to completely ignoring the homosexual community to putting them at the top of the social spectrum. Although this image may not be accurate, it gives them positive press. In contrast, this attention doesn’t help the fight for their equality with certain aspects of life like the military and marriage (217). Also, people may not feel them as victims because they see them in the media as such privileged people with affluent lifestyles.
I found it interesting that women lesbians were rarely talked about in this article. It seems to be that the lesbians haven’t found a way to advertise themselves in a large scale way as gay males have. For girls that “come out” it is often seen as difficult for them because they don’t have anywhere to look, like men do. They don’t have any role models to look up to or even many advertisements to help identify with.
I thought the lack of advertising, and interesting in advertising, aimed at lesbians was interesting too. I wouldn't say that lesbians haven't found a way to "advertise themselves" though - does anyone really advertise themselves? It is other people creating the image.
ReplyDeleteGood points by both of you. I also wonder if the reason lesbians aren't constructed this way subversively is that lesbians are themselves the subjects of the male gaze. In other words, male homoeroticism is potentially transgressive and subversive. Female homoeroticism is already a commodity, from advertising to pornography to dance clubs. What's especially interesting here, though, is that these clothes, and those by Abercrombie, etc, are often worn by men who are themselves homophobic. I find it fascinating that people who are made uncomfortable by homosexuality often spend lots of time and money to be part of homoerotic situations, brands, etc.
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