It’s not about including LGBTQ+ members in advertising, it’s about getting it right.

huffingtonpost.com

We have all seen the LGBTQ+ community presented as a kind of joke or punchline, like the straight man trying to pass himself off as a woman, wearing a dress and a terrible wig, acting effeminate but with an obvious five-o-clock shadow or even a moustache.  How do you imagine these sorts of images make those in the LGBTQ+ community feel?  And how do you think they would feel about a product that was advertised in this way?  The article, “LGBTQ Marketing and Advertising: Best Practices” is presented by the Human Rights Campaign and uses multiple reputable sources to arrive at best practices for marketing to the LGBTQ+ community.  When marketing to the LGBTQ community, it is important to avoid using stereotypes and negative images of LGBTQ individuals, and to show the diversity of that community.  Effective marketing to the LGBTQ+ community must be sensitive and present a realistic portrayal of LGBTQ+ individuals to avoid alienating them.

Ideally, LGBTQ+ individuals should be included in all advertising and reflect the diversity of the LGBTQ+ community. This should include LGBTQ+ individuals, family members, friends and couples that reflect varied ages, races and genders, etc, not just gay men.  Bisexuals are rarely shown at all, for example which creates even more stereotypes against the bisexual community, simply because people do not understand it.  An unbalanced depiction of extremely effeminate gay men or extremely masculine women are old ideas that alienate many. I have seen many of my friends get discouraged and upset about their own sexuality by seeing it wrongly portrayed by the media, especially when they see it in one of their favorite T.V. shows or movies.

It is important to avoid stereotypes, such as the effeminate gay man or  masculine lesbian woman.  These are outdated ideas that turn people off, especially people in the LGBTQ+ community. When my friends and I see a commercial or ad with an obvious LGBTQ+ stereotype we can’t help but shake our heads and laugh. At this point, companies should know better than to use overused stereotypes and think the LGBTQ+ community will respond positively. It’s not about just adding in LGBTQ+ members to commercials, it’s about doing it right and portraying the community correctly. One way to avoid stereotypes is to use real gay or lesbian individuals, including well known actors, athletes, and other celebrities.  Using real transgender persons adds authenticity and believability to advertising.  Also, showing LGBTQ+ individuals in normal, average, everyday situations helps. It is important to accurately portray LGBTQ+ individuals, and will result in more successful marketing.