Transcript Representations of Sexuality in TV Ads - C

Representations of
Sexuality in TV Ads
Cultural Studies
Presentation 4
Overview
Cultural studies has recognised that
representations of gender usually involve
representations of sexuality.
• Masculinity and femininity are usually
represented as heterosexual (and occasionally as
homosexual)
• Representations of being a man or a women
often show relationships with people of the
opposite gender (e.g. man as husband and father
within the family)
Overview
This presentation looks at representations of
heterosexuality and homosexuality in TV
advertisements:
1. Dominance of representations of heterosexuality
2. Emerging representations of homosexuality
3. Debates about representing homosexuality in
advertising
Dominance of representations
of heterosexuality
A. The invisibility of gay/lesbian people in
advertising
• Gays and lesbians rarely seen in adverts
• “No gay or lesbian adverts before late 1990s” on
British TV
-> “Symbolic annihilation” (Tuchman) of
gay/lesbian people in TV advertising
E.g. Sealy® Mattress "Afterglow" Commercial
Dominance of representations
of heterosexuality
A. The invisibility of gay/lesbian people in
advertising
• This ad for Guinness beer was made in 1994 in
the UK but Guinness decided not to show it
• “No gay or lesbian adverts before late 1990s” on
British TV
Guinness “Not everything in black and white makes
sense” ad
Dominance of representations
of heterosexuality
B. Heterosexuality as desirable/good
• Many ads (especially older ads) show
heterosexual attraction and relationships as
positive, as something we should try to achieve,
and can achieve by buying the product
• E.g. Old Spice ad, this Brut male fragrance ad
with Henry Cooper (boxer) and Barry Sheene (bike
rider)- 1980s?
Brut 33 Henry Cooper & Barry Sheene TV ad
Dominance of representations
of heterosexuality
C. Heterosexuality as taken for
granted/normal
• Even more ads show heterosexuality as the
norm, as natural, to be accepted without any
thought or questioning
• E.g. Vodaphone Network Couples Ad
(“People depend on our network”: people =
heterosexual people)
Dominance of representations
of heterosexuality
C. Heterosexuality as taken for
granted/normal
Ideology
E.G Royal Liver Lean on Me Life Insurance advert
Emerging representations of
homosexuality
A. Homosexuality as the twist in the tale/the
surprise at the end
• Even when shown in a quite positive way, this
makes it seem to be unusual, surprising
Add Toyota
• A focus on homosexuality and gay/lesbian
attraction as a symbol of difference/being different
E.g. Galaxy Chocolate Promises Ad
Emerging representations of
homosexuality
B. Focus on homosexuality as sexual
attraction
• Most adverts with gays or lesbians focus on initial
sexual attraction not the broader aspects of
relationships between peopleE.g. Kronenburg 1664
beer commercial
• Gay/lesbian ads often focus on the physical
attractiveness of the people – e.g. this Jim Beam
Whiskey ad uses the male gaze to look at two
lesbian women
Emerging representations of
homosexuality
C. Sexuality = cchoice between homo or
heterosexuality OR possibility of bisexuality
the first gay ad in the UK in 1998, this Impulse
Perfume ad
Debates about representing
homosexuality in advertising
A. Campaigns for more positive images of
homosexuality
E..g Ad Respect Media Program: “Where successful
advertising meets LGBT Equality”
B. Fears about positive images of gays and
lesbians in adverting
E.g. AKB48 candy ad criticized for encouraging
homosexuality