When companies began to cheer with advertising gay-friendly, some conservatives have mobilized against several of these ads so they were eliminated. Why unworthy both this type of message to certain groups? What is the red line that should not be crossed supposed to not be removed ad? And finally, What can more, the threat of not buying in the establishment or freedom brand?
One of the most distinctive that something is assumed factly by society features is its presence in the media. Years, little by little, we have seen the slow but steady conquest by the LGBT community radio and television space. The image of the gay community finally split with marginalization and pejorative character that was unveiled in 90 to make way for a more inclusive and less stereotypical view. It is true that there are still great bastions like music - rarely homosexual love songs are heard without being under a subtexto-; and certainly, the struggle for the rights of the LGBT population does not advance at the same rate in all countries.
Sin embargo, en España estamos viviendo un momento histórico porque estamos asistiendo a un aperturismo publicitario que tiene como objetivo el tan ansiado anhelo del público homosexual: social integration. There has long been advertising for gays, but he had always been on a channel other than heterosexual, and focused on a particular -independent profile and high purchasing power- that has nothing to do with the typical family with children. Now, for the first time, these two channels converge into one, allowing advertisers the "daring" put occurrence of two men or two women as protagonists of some experiences which had hitherto been reserved for heterosexual couples: mopping the kitchen, cover books school children or simply receive a kiss to your partner and call him "honey" to get home are good examples.
Unfortunately, when and machinery was running and gradually encouraged companies to include gay-friendly advertising in your corporate communication, to step movements have emerged against anti led by the idea of homo families and LGBT lifestyle they have not stopped collecting signatures citizens formations until the withdrawal of some of the openly gay-themed ads. A continuación, the most recent controversies and its outcome are collected.
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Back to school when you have two dads
Just a few weeks The English Court included a advertising spot in his campaign for the start of the school year where two parents appeared in trouble when trying to cover the schoolbooks of their children. In the next scene, children appear in the living room and one says to the other: "¿Ves? Te dije que con dos papás no es más rápido”. A fresh ad, fun and the values of a traditional family. Todo lo contrario debieron pensar los responsables de la plataforma “hazteoir.org”, la cual, collected signatures to demand the withdrawal of the announcement defending the right of children to be adopted by heterosexual couples, according collects portal VERNE. In the thread of petition the signatories are urged to pressure the mark informing him that not to withdraw the ad, seek another place to buy. More than 20.000 got their signatures collected committed: the audiovisual piece disappeared from Youtube. And that was just on the net, What it would have happened if issued on television?
An interesting point: last year the English Court took its campaign for Valentine another ad gay-themed where two guys are flirting in the halls of the mall. Uno de ellos, dressed in the guise of Cupid, tries to hide the boy she likes because does not want to see with these guises. This proposal was well received by Internet users and the brand image was strengthened. Interestingly firms not moved against this ad. Perhaps the uncrossable red line for certain ultra-conservative sectors of society is precisely the comparison with homosexual groups? Does this mean that "tolerance" is based on the compartmentalization of social groups? Is it only possible when those who are considered "different" not leave your site?
Short fragment “Cupido in love”. Fuente: Cine Gay On line.org.
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The appointment of a homosexual couple eating
Continuing Valentine, known brand VIPs also he launched a campaign on paper with different profiles of couples who might have an appointment at your restaurant chain. Same controversy this time without children- and same protagonist, “hazteoir.org.” Again, the platform loaded against what they considered a model disproved couple. However on that occasion, lejos de amilanarse, el grupo VIPs dejó clara su postura en su cuenta de twitter: “Respetar a las personas valorando su diversidad es el primer principio de la misión corporativa de Grupo VIPS”.
Valentine Promo Vips wearing an alleged homosexual couple. Fuente: eldiario.es.
While it is true that the image was a bit stereotypical, with the typical kid "handle" on one side, and a thin lad counterpoint, with glasses and air mannered, any public demonstration that contribute to give visibility to a reality that exists -mal that despite some- He deserves all the respect of citizens.
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Never a mop was sweeter
En 2015, Asevi he took a ad to promote your product cleaning and starring put two men. What is rubbing get your partner in the kitchen, where after a kiss and call you sweetheart, incluso bromea con “mira que niño”. In this case the announcement was not withdrawn-and see with children of by means, but it was much discussed by society, This shows that although we are on the right track, there is still far to go to get something as mundane as the reality of a home homoparental not notice or reason for astonishment.
Asevi announcement featuring two men. Fuente: free range puppies.
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IKEA can not even with homophobic Russia
In Russia, a couple of gay guys were going to make history: They led the voting for the new catalog cover IKEA. More than 7.000 votes, one day, suddenly, They disappeared from the platform without any explanation. Those responsible for the page claimed that his departure was at the request of the participants themselves.
Recall that since 2013, national legislation prohibits "any promotion of a distorted concept to present to gay and heterosexual couples as if they were “socially equivalent”, tal y como explica THE WORLD in its web. We return to the red line.
According to officials of the competition, apparently, the picture would have had very bad reception in social networks, and to the social homophobia which boasts a large portion of the Russian population, the boys have decided to move away from the competition to avoid more controversial.
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In the land of taco, they throw a good pair of "Doritos"
The latest case comes from Mexico. The popular brand Doritos It adopted the colors of the rainbow -intrínsecos gay culture- for its new product: “Doritos Rainbow”. Negative comments twitter They did not wait and once again, threatening to stop buying brand, They lambasted the idea. Sin embargo, he community manager the brand was not intimidated and answered every one of those messages mockingly and paying attention deserved fair, o sea, any.
Twitter comments against “Doritos Rainbows” and promotional logo. Fuente: Swagger.com.
In view of these examples can be drawn several important conclusions. The first, the lack of visibility of homosexual women, which, They are also mothers and demand the same place in society. It is paradoxical but even within a collective sensitive to sexist attacks being a woman means extra pressure against the world. It is therefore vitally important that in this new integrative message note to the female figure at the time of claiming the space for the LGBT community.
The second, it is the famous line that should not happen if you do not want to wake the beast: children. Definitely the idea that rankles in the collective imagination of those who oppose homoparental families is that for them there is only a single model family: traditional. All that is out there is not a family for them. And as usual in this school of thought, not enough to have an opinion about it. We must impose through demonstrations and movements of pressure on what they consider a threat to their way of life, sin reparar en que la vida no es perfecta y lamentablemente no existen suficientes parejas de hombre y mujer para los millones de huérfanos que hay por el mundo. Apparently, ven más “cristiano” que estas personitas pasen su infancia en centros de acogida antes que -Dios no lo quiera- en un hogar formado por dos personas del mismo sexo.
And the third and most important, this process is unstoppable: companies have already raised awareness and makes its way along the Spanish society as much as some insist on resisting. There is still much to be done but it has been quite gotten over the years. Nadie habría apostado hace tiempo por este “país de pandereta” but Spain has shown and still has to demonstrate a sensitivity and wanted for themselves many powers advanced.
