Targeted Tobacco and Liquor Ads
•The black community
•The onion: gay smoking don't be a fag; atleast he's not a fag campaign
Where are the Lesbians?
•Representations of gay men are 3 times more frequent than representations of
oPay inequity: between sexes, ie. Gay men make more money than lesbians.
Other reasons for the missing lesbians...
•Commercial versatility of gay men as opposed to lesbians, ie. Patiarchy and
misogyny also present in the gay community
•"You cannot sell to gay men using lesbian imagery but you can sell to lesbians using
gay male imagery".
•Women are often coded as heterosexual; they presuppose the male gaze;
objectification of women is in the same style as their objectification within a
•We see female homoeroticism and the "straight man's lesbianism", ie. Two women
together for the benefit of straight male fantasy
•Female homoeroticism or the straight man's lesbianism
Lesbian Gaze Exists
•Common Visual Characteristics:
oWomen are twined. Ie. Look like each other; there is a subtle mirroring effect,
either in dress, looks, pose or all three
oWomen look at each other or at something else entirely, not out at the
(presumed male viewer), thus delimiting the ad's sexualisation or eroticism of
women to other women.
1950s: Daytime TV and ads
•Targeted women/home makers
•Examples: Youtube: hotpoint 1953 commercial, Koolaid, Vintage
Advertisers targeted General Population: The "middleclass"
•1960s-1980 TV ads targeted the newly monied "postwar" family
•US and Canadian economies boomed in the 1950s and 1960s
•People moved into the single-family home, and the "suburbs" were created and
enlarged for various reasons.
•Suburban family= good consumers: e.g. Edward scissorhands movie
•Suburban dream= house, family, car, dog,
Television and Advertising
oProduces 'rating' (% of total TV households watching program)