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Why are there still relatively few LGBT characters in adverts?

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It's something which I've noticed personally. Even while LGBT(TQQFAGPBDSM or whichever extended acronym you may prefer) characters are more numerous and accepted in sitcoms, soaps, dramas, superhero series etc I have barely ever seen an openly gay character in an advert, apart from one blink-and-you-miss-it girl-girl kiss.

Still the victims of prejudice, or not fitting into the advertiser's intended demographics? Discuss!


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The annoying Hungry House ad with the singing.

Guy with a big fat arse camping it up by himself and with other fellas in various Moneysupermarket adverts. It went beyond the uncanniness of the initial advert into full-blown mincing, pouting and strutting.

Neither are particularly representative examples. Gays in adverts are still a bit 'Clarence'.


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That's a point - I forgot about them, also "ooh, it's fabreze!" man.


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Oscar Wilde
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5% of the population is gay. That may or may not include lesbians, bisexuals, asexuals and other non-hetros. So I doubt the advertisers particularly want to target them, but also, given the short spans of the average commercial a sort of shorthand might be required in order to show that the characters are gay. If advertisers resort to stereotyping (all gay men are camp); it might be deemed offensive. The more inclusive assumption might be to not have a man who's sexuality declared and people can just assume he is whatever.

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