Drink It Straight Or Gay

In class we recently discussed how society views the homosexual through media outlets. Our culture does have a stereotype for each individual whether they are gay, black, Asian or are different from the ‘white norm’ in any other way. Subtle hints and clues can be found in advertisements or in dialogue on television shows which reflect the homosexual to be either too feminine, in a weaker position than straight men, or seen as an accessory.

This advertisement is from the Fall 2002 issue of Abercrombie and Fitch Quarterly. The men are all attractive, playful, and naked. The fact that they are seen socializing this way portrays them to have homoerotic tendencies. A&F plays on the idea of sex or orgies in many of their ads. The view they use is that A&F is a sexy brand and so wearing the clothes will attract other people to you. This is not a unique step for A&F in this picture. The brand has been chastised before for using sex and alcohol in images. This just takes it a step further using only men. Most other advertisements will have at least one woman in the picture to exclude the idea of homosexuality. Yet A&F takes this image and goes with it, the men are all attractive and are not exactly on top of one another, yet the idea is still there that these people are naked and ready for a good time.

This advertisement is from New Zealand. The company took the idea of ‘mixed or straight’ and turned it into ‘Drink it Straight or Gay.’ This is not subliminal at all, instead it is highlighted for the viewer/consumer. The idea is that anyone can have this drink, it is made for all people and serves as an example of equality. Yet there is underneath it all a subliminal message, there is a white arrow pointed to the word straight. Reflecting the idea that being straight is the right choice and that the company does prefer straight over gay.

If examined with a critical eye the message of homosexuality in our media does not accurately reflect these people. One can argue that bisexuality is an innate desire anyone is born with, yet in our society it is either straight or gay. A clear division has been made and established.