2008 Woodie Awards
Tech Junkie: Where do gay commercials go when they die?
Andrea Fisher
Issue date: 11/14/06 Section: Life
Where do gay commercials go when they die? To gay commercial heaven, of course. That heaven just happens to be located online, at CommercialCloset.org.
CommercialCloset.org offers a liberal outlet for mainstream commercials aimed specifically towards the various representations of the GLBT community. Advertisements vary in tone and reflect a range of positive, negative and neutral portrayals of an alternative lifestyle as seen throughout the decades. The primary focus of the Commercial Closet Association is to "collect worldwide corporate ads with direct references to GLBT people or a GLBT theme, including political ads and those from government and health agencies, nonprofits, gay and anti-gay organizations."
Like many minority groups, the GLBT community has often times been misunderstood and judged unfairly. The site itself only references GLBT material and excludes issues dealing with those who are still questioning their sexuality. Some of the featured commercials were kept from being released or aired due to a great deal of scrutiny and controversy over the contents. One commercial in particular, named "Mess," which was sponsored by Guinness, was unable to air in Great Britain back in 1995. It depicted two gay men, but the notion of two men in love was too "taboo" for it to feature on its airdate. The Commercial Closet Association hopes to gain the right of free speech toward the GLBT lifestyles. They state that "in America, all companies have the basic right to determine their own market expression - by advertising and selling to all customers respectfully and inclusively. We oppose all forms of attacks intended to disrupt free commerce based on intolerance or hostility toward any consumers, including gay, lesbian, bisexual and transgender people."
CommercialCloset.org reflects the reality of various worldwide perceptions of GLBT lifestyles. Viewers can observe how advertising has perceived homosexuality and bisexuality as early as the 1920s by a series of print ads. In recent years GLBTQ supports have been able to receive more flexibility within the field of advertising; Orbitz commercials aired as recently as this year have openly included homosexual references. Within 2006, Orbitz has shown two women kissing and has displayed a "summer checklist" which refers to buying a new swim trunk and getting "a cute boyfriend or two." Many of the pro GLBT advertisements show the willingness towards change, but the misconceptions from other groups reflect how some will not make room for a lifestyle that is different from their own. Regardless of any opposed political or religious stances, this form of lifestyle has impacted the world at large. Commercialcloset.org clearly demonstrates this through its mass collection of worldwide advertisements.
CommercialCloset.org offers a liberal outlet for mainstream commercials aimed specifically towards the various representations of the GLBT community. Advertisements vary in tone and reflect a range of positive, negative and neutral portrayals of an alternative lifestyle as seen throughout the decades. The primary focus of the Commercial Closet Association is to "collect worldwide corporate ads with direct references to GLBT people or a GLBT theme, including political ads and those from government and health agencies, nonprofits, gay and anti-gay organizations."
Like many minority groups, the GLBT community has often times been misunderstood and judged unfairly. The site itself only references GLBT material and excludes issues dealing with those who are still questioning their sexuality. Some of the featured commercials were kept from being released or aired due to a great deal of scrutiny and controversy over the contents. One commercial in particular, named "Mess," which was sponsored by Guinness, was unable to air in Great Britain back in 1995. It depicted two gay men, but the notion of two men in love was too "taboo" for it to feature on its airdate. The Commercial Closet Association hopes to gain the right of free speech toward the GLBT lifestyles. They state that "in America, all companies have the basic right to determine their own market expression - by advertising and selling to all customers respectfully and inclusively. We oppose all forms of attacks intended to disrupt free commerce based on intolerance or hostility toward any consumers, including gay, lesbian, bisexual and transgender people."
CommercialCloset.org reflects the reality of various worldwide perceptions of GLBT lifestyles. Viewers can observe how advertising has perceived homosexuality and bisexuality as early as the 1920s by a series of print ads. In recent years GLBTQ supports have been able to receive more flexibility within the field of advertising; Orbitz commercials aired as recently as this year have openly included homosexual references. Within 2006, Orbitz has shown two women kissing and has displayed a "summer checklist" which refers to buying a new swim trunk and getting "a cute boyfriend or two." Many of the pro GLBT advertisements show the willingness towards change, but the misconceptions from other groups reflect how some will not make room for a lifestyle that is different from their own. Regardless of any opposed political or religious stances, this form of lifestyle has impacted the world at large. Commercialcloset.org clearly demonstrates this through its mass collection of worldwide advertisements.
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