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The
Commercial Closet Association is a non-profit project dedicated
to improving public opinion of the lesbian, gay, bisexual and
transgender community by improving GLBT portrayals in mainstream
advertising.
The following are its Six Best Practices:
-
Be inclusive and diverse
Whenever
people are shown, include GLBT individuals/family members/friends/couples,
reflecting varied ages, races, genders, etc. Language references
to family, relationships or gender should not be hetero-centric.
POSITIVE
EXAMPLES: Class reunion mentions people who 'came out'
(John
Hancock, 2001). Men and women want M&M girl (Mars,
1999). Three couples (gay, lesbian, straight) fight and make
up (MTV,
2000). Gay youth talks about being disliked (Levi,
1998). Gay couples as business partners (American
Express, 1999. IBM,
1998).
- Avoid
positioning homosexuality/transgender as a perceived
threat for humor.
NEGATIVE
EXAMPLES: A spokesman in a jail jokes about not bending
over or being left alone in a cell with a man. (7UP,
2002) A cable TV installer is slapped on the rear by a football
player, then dashes for the front door. (DirectTV,
2001)
- Be
sensitive to gay, lesbian, bisexual and transgender stereotypes.
Advertising
often stereotypes, but beware of complications. Feminine gay
men and deceitful/scary transgender people are clichés
that alienate many, and "lipstick lesbians" alone
are limiting. Seek unexpected twists by countering time-worn
stereotypes and adding other humor sources
POSITIVE
EXAMPLES: A woman dining with a man pulls off her wig
to reveal -- she has astigmatism. (Novartis,
1996) Two tough guys build a skate ramp with power tools,
then congratulate each other with a romantic kiss. (MTV,
2002)
- Do
good research.
When
conducting general research or forming new mainstream campaigns,
GLBT perspectives should be considered and included as often
as possible. Don't limit their input only to gay-targeted
messages.
POSITIVE
EXAMPLES: Subaru surveyed its consumers and found a
strong lesbian base. Miller Brewing finds what distinguishes
its consumers is open-mindedness to diversity. A 2000
Heineken commercial referring to homosexuality is tested
with gays.
- Go
national.
Consumers
outside of major coastal cities are often improperly considered
lacking sophistication to handle GLBT themes.
POSITIVE
EXAMPLES: Women flirt with a gay man, aired on network
sports (Miller
Lite, 2001). Two women adopt a baby, aired on Olympics
and World Series (John
Hancock, 2000). Gay worker featured in industry trade
magazine (Ford
Motor, 2001).
- Be
consistent and confident.
Modifying
or withdrawing ads suggests waffling and creates further trouble.
Respond to criticism with business rationales, like diversity
and the bottom line. Avoid time-restricted airings of material
unless ads legitimately deal with sexual situations inappropriate
to youth.
NEGATIVE
EXAMPLES: John
Hancock ad edited to obscure female couple (2000). McCormick
Grill Mates male-male kiss removed (2000). IKEA
male couple that does not touch aired only after 9:30 p.m.
(1994).
The Commercial Closet Association
has a database of over 1,700 video and print ads that depict how
to create effective, inclusive mainstream and business advertising
that is respectful of gay, lesbian, bisexual and transgender people,
while promoting creativity, sales and image goals.
It
is lead by a board of marketing, media and advertising professionals.
Project founder-veteran journalist Michael Wilke began covering
gay marketing at its nascence over a decade ago. He has written
for Advertising Age, Brandweek, along with The New York Times,
The Advocate and other publications. He has appeared extensively
on network TV.
To see more ads, good and bad, on the Commercial Closet Association
website click here.
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