Earlier this week we reported this year's recipients of the CCA's Images in Advertising Awards, which recognizes which companies are doing the best work (and the worst) in terms of LGBT visibility in advertising.
We followed up with Michael Wilke, Founder and Executive Director of the CCA, to get his thoughts on the state of gay advertising (Wilke is pictured at center above, with Anthony Cirono, a Board President of the CCA, and presenter Judy Gold).
AfterElton.com: You note that visibility for gays and lesbians is down in advertising, which is what we've also seen in terms of network television and movies. What do you think is behind this trend?
Michael Wilke: The novelty is wearing off of "what happens when a gay/lesbian person is added into this classic storyline?" Advertising is usually several years behind what TV and film are doing, but while there are similarities in how they function, since they both seek to entertain, advertising differs in that it also wants to make friends with the viewer to sell a product or service.
AE: What's the most common mistake used in ads that try to use "gay humor" (and fail)?
MW: Using GLBT people as a punchline -- "surprise" she's a he, "surprise" she's with her, or "surprise" he likes men.
AE: Do you feel that the gay community is too quick to take offense at ads that use gay humor?
MW: Frankly, I think the gay community is too lax most of the time to take offense. Today's world is perhaps too comfortable for many gay people, and they discount the power of advertising to influence how the rest of society views our community.
AE: What changes have you seen in the ad industry as related to gay content over the years? Has there been a shift in tone, or in characterization of gays and our values?
MW: In the last 10 years there has been a dramatic move from using GLBT people and storylines as just a punchline toward acceptance and inclusion by corporations of GLBT people, primarily internally, and just now some are reflecting their internal corporate values externally in general marketing.
AE: What's the worst ad you've ever seen, as related to gay content?
MW: We don't look at ads as "the worst ever" -- they almost always repetitiously fall into the same several traps over and over again.
At this year's Images in Advertising Awards, we gave our Clean Up Your Act Notice to Daimler Chrysler-Dodge Caliber and ad agency BBDO for their commercial showing a muscular male being turned into a preppy, pastel sweater-dressed man and reacting to his transformation with a squeal. The narrator says the new Dodge Caliber is “anything but cute.” Ads like this violate our best practices which advise the ad industry to be sensitive to GLBT stereotypes and avoid positioning homosexuality and transgender as a joke, which can lead to clichés that alienate the GLBT community and influences the perpetuation of these stereotypes in mainstream media.
AE: What's the most negative response you've ever gotten from a corporation or advertising company in regards to your work?
MW: None, though this year is the first year that the winner of our Clean Up Your Act notice (Daimler Chrysler-Dodge Caliber) declined comment.
AE: How did you feel the response to the Snickers Super Bowl ad handled the issue? Did you feel the mainstream press was on-board with your organization's concerns, overall?
MW: The mainstream press reported that gay community organizations were calling for the campaign to be pulled, which was accurate and appropriate coverage.
Many thanks to Mr. Wilke for his thoughts on the matter, and congratulations to the CCA on their continued efforts for fair gay representation. For more, check out their website.
100% Right
The Commercial Closet is one of the best gay sites on the internet. They are very reliable in documenting ads relating to LGBT people.
I really wish the interview was longer, a lot longer, I like hearing what Michael had to say. I agree that gay people accept less and therefore don't press for better coverage in the media.