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American Eagle trots out tired gay stereotype in new ad campaign
Big hat tip to reader James C. who gave us the heads up on an ad campaign from American Eagle which, for laughs, employs possibly the worst form of gay stereotyping we’ve seen in a long while. The ad campaign takes the form of a 12 episode web “sitcom” set in a mall. The episodes appear on the American Eagle website and are also premiered each Wednesday on TV during MTV’s Real World: Sydney. The characters are all mall employees and most are wearing American Eagle clothing. As part of the campaign the retailer’s website has a “get the look” page where you can quickly shop for the look of each character. It’s in interesting marketing concept. Made more interesting by the fact that American Eagle hired none other than Milo Ventimiglia (Peter Petrelli of Heroes) to direct these things. Now here’s where it gets ugly. The latest episode of It’s a Mall World includes a gay character “Dennis” who possibly sets a new low in gay representation. Dennis shows up when main character Dean asks pretty girl Harper out on a date. She can’t go, but instead foists her gay friend off on Dean instead.
 The mincing, lisping, pathetic portrayal of gay “friend” Dennis is, frankly, enough to make a gay viewer’s stomach turn. Here’s what one AfterElton.com reader had to say after viewing it: "Am I overreacting? I'm not the type to offend easily, but this did it -- especially since I initially saw it during an episode of the Real World on MTV. This is what the nation's youth is being fed by an advertiser who probably gets half of its business from the gay community." I don’t know about “half its business,” but surely gays and lesbians make up some portion of American Eagle customers. One wonders how much the retail outlet paid for a marketing campaign that so effectively alienates them? (Milo Ventimiglia, who ironically enough played a completely nonstereotypical gay teen in the horror film Cursed, probably didn't come cheap.) The full video is below, as well as the “blooper reel.” Ugh! Take a look and share your thoughts. We’re pursuing comment from American Eagle and will update this post with any response. The "It's a Mall World" episode....
The "blooper" reel.... Submitted by on Mon, 2007-09-10 08:10. |
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Put this character on Rick and Steve and it would be fine...
Do you really not see the difference?
Or do you just like being a contrarian?
It seems to me there's a biiiiig difference between being in on the joke and being the object OF a joke. It's the difference between being teased lightly by a friend, and being beat up on the football field after school.
We're in on the joke here
Tell you what, I'll be offended by this commercial when people like William Sledd are not being offered TV shows and praised by gay media.
We're in on the joke here, it's a gay man who is the total stereotype and doesn't exist...or does he? Hmmmm
Are you referring to the fact that the character is effeminate?
That's not what annoys me about this ad. It's more that the character is such a pathetic person with apparently no dignity whatsoever, wanting to go "out" with a person who is obviously disgusted by him.
He's the punchline to a cheap, tired joke. That's all. And this annoys me because this has traditionally been the function of gay characters on TV and in movie: as punchlines to cheap, tired jokes.
Absolutely Appalling
Everyone should take note of the fact that at the bottom of the American Eagle website (linked to in the body of the blog) there is a line that says "Tell Us What You Think -- you write it, we'll read it." When clicked, this brings up a comment screen in which you can tell American Eagle "what really frustrates you." I suggest that everyone reading this blog send American Eagle a comment to let them know that what frustrates us is a marketing campaign that trots out an insulting gay stereotype under the guise of comedy, and expects that this is somehow going to be incentive for anyone to purchase their clothing.
It is quite disheartening if American Eagle and their ad agency think that this offensive attempt at humor is something that appeals to their target audience, and even more disheartening that no one from the ad agency (there must be someone gay in creative) pointed out to American Eagle how offensive this character is.
MTV really has become more hostile towards gays
Between all the ugly stereotypes that now take place on Real World and on their other reality shows, and their lack of showing anything positive for gays (unless showing gay men as bitchy, self-loathing, or desperate to be with women is positive), I really wonder if they were looking for just this type of ad campaign.
People like to credit MTV with helping younger Americans become tolerant of gays. I'm increasingly worried that MTV is now doing just the opposite.
When I worked at the mall "Dennis" was everywhere...
But in a way I agree with both GayTVluver and Brent... well, sort of. The reason this stereotype still resonates is because there are still a lot of gay guys that act pretty much this way. We all know this.
It would be nice though if advertisers and entertainment people didn't give so much time to the drama queen nancy boys. I get tired of seeing them.
Agreed a lot of guys still
Agreed a lot of guys still act the way AE feels they should portrait, BUT does that make it allright for a commercial thing to enhance that stereotyping?
I think not.
And when come to think of it, are it only the gay guys who act sissylike?
From what I see lately is that a lot of non-gay guys have nowadays tendancy that I personally would characterise as stereotypical gay poisture........ in public........ when meeting them off-public, they often act differently, so could it have become trendy to act gay?
Master Adrian
Totally 1980's Flashback ...
... in so many ways.
First: I haven't seen anyone, gay or straight, wear two polo shirts with the collar turned up or those rubber Madonna bracelets since, like, 1985.
Second: I haven't seen a character like that since the hayday of Married ... With Children.
In both cases: it didn't look good then, and it don't look good now.
- Kirby, moviedearest.blogspot.com
I like effeminate guys
So seeing someone demonstrating a mannerism that could be perceived as gay is not a problem. But seeing someone camping it up on screen in an effort to "appear gay" in an exagerated way so as to justify some hetero's discomfort is offensive.
This is pretty much the worst stereotyping and gay-baiting imagery I've seen in a long time (the anti-Giuliani video coming close). This guy isn't effiminate, he's creepy. And inappropriate. He leers and winks and practically drools. And the whole point is to say "wouldn't you be grossed out by this gay guy? Yuck, a gay guy".
I'm very disappointed at this ad and I'm surprised that anyone would not be.
Access.......
This stereotyping should be brought to a halt, and thus I went to the site of American Eagles Outfits..... to protest.... BUt what was there:
Would it be possible they already have gotten the strong hint?
Or could it be they were unable to cope with the load of hits on their site?
Master Adrian
It's just not funny...
The biggest travesty about this Mall World clip is that everyone involved in the production of it seems to think it's actually funny, from the actors to those behind the scenes. One hopes for the sake of Milo Ventimiglia's directing aspirations that the other Mall World episodes are much much better.
As for GayTVluver's comment that this is just a spoof of someone like William Sledd, I would disagree. William Sledd, while flamboyant and effeminate, comes across as quite likable and fun. This caricature only comes across as extremely creepy and AE needs to informed most strongly why this is offensive to us.