Cultural Studies Presentation 4 Representations of Sexuality in TV Ads

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" CommercialSealy® 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 ToyotaToyota A focus on homosexuality and gay/lesbian attraction as a symbol of difference/being different E.g. Galaxy Chocolate Promises AdGalaxy 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 commercialE.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 womenJim Beam Whiskey ad

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 adImpulse 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”Ad Respect Media Program B. Fears about positive images of gays and lesbians in adverting E.g. AKB48 candy ad criticized for encouraging homosexualityAKB48 candy ad criticized for encouraging homosexuality AKB48 Candy Ad