Avoiding Stereotypes and Clichés
When marketing to the GLBT community, it is important to avoid using stereotypes and clichés that alienate and re-enforce negative images of GLBT individuals. How do you depict gays and lesbians while avoiding stereotypes or clichés? The Commercial Closet Association recommends using:
- Real gay or lesbian individuals, including openly gay celebrities or athletes. Authenticity goes a long way.
- Same-sex pairings in everyday situations, such as at home, driving, shopping or eating.
- Same-sex pairings with physical affection.
- Utilize verbal, text, or graphic references to sexuality.
- Unexpected twists. Counter time-worn clichés and add other sources of humor.
Bisexuals are rarely shown at all. When they are, however, it is usually as duplicitous cheaters. To avoid this problem, try using:
- Keep it ambiguous. Do not clearly define relationships between people.
- Utilize verbal, text, or graphic references to bisexuality.
In marketing campaigns, transgender people cover a range of identities: male-to-female , female-to-male, drag queen, "bad drag," transsexual and cross-dresser. Most common in advertising are male-to-females, who are typically depicted as "deceptive" if they pass as women, or "frightening" if they do not. "Bad drag" refers to intentionally unconvincing straight men half-dressed as women, such as a men wearing wigs and mustaches simultaneously. This type of person is often used as a joke or with a mock-subversive motive like spying. Cross-dressers are depicted as heterosexual men "caught" in women's undergarments. Drag queens are portrayed as men with exaggerated effeminate mannerisms who impersonate women. Transsexuals have had a sex-change operation. Female-to-males and androgyny are rarely depicted in advertising. To more accurately portray transgender people, try:
- Incorporating transgender people in everyday situations, not as a punch line, but with acceptance as a twist.
- Obtaining authenticity by using a real transgender person or real female impersonator.
- Accurately depicting female-to-male individuals, masculine women and "drag kings."
For more information, refer to the Commercial Closet Association:
- Building Awareness and Inclusion in Mass/Trade Advertising, Commercial Closet Association Best Practices [www.commercialcloset.org]