Diversity Guides

Brian McNaught's Gay & Transgender Issues in the Workplace Blog

Archive for the ‘Marketing’ Category

The Face of the American Gay Male

Tuesday, December 7th, 2010

When advertisers brainstorm on how to depict gay men for corporate accounts, what image of us should they conjure? Should the "typical" gay male American be portrayed as being young, muscled, tattooed, HIV-positive, well-dressed, athletic, and handsome, or not? Are we masculine or effeminate, politically savvy or ditsy, Renaissance men or sex-obsessed clones? This question matters to the advertising agency because if it misrepresents us, and we subsequently don’t buy the product, it loses money, as does the corporation that hired them to find us. It matters to us gay men too, because like every other minority, we often end up seeing ourselves as we are presented to others. Read more…