Making the Ad perfectly Queer: Marketing "Normality" to the Gay men's Community
Author(s)
Kates, Steven
Griffith University Author(s)
Year published
1999
Metadata
Show full item recordAbstract
The author introduces queer theory and queer deconstruction to the advertising literature. First, he briefly outlines the theoretical and political concerns of queer theory—an emerging branch of radical thought from the humanities. Then he interprets an ad exemplar from an Australian gay newspaper by both a traditional structuralist approach and a queer deconstruction approach. He argues that queer theory and queer deconstruction are potentially powerful sources of ad critiques and productive perspectives for more perceptive marketing practices, for they generate meanings associated with the “panoply of otherness” and expose ...
View more >The author introduces queer theory and queer deconstruction to the advertising literature. First, he briefly outlines the theoretical and political concerns of queer theory—an emerging branch of radical thought from the humanities. Then he interprets an ad exemplar from an Australian gay newspaper by both a traditional structuralist approach and a queer deconstruction approach. He argues that queer theory and queer deconstruction are potentially powerful sources of ad critiques and productive perspectives for more perceptive marketing practices, for they generate meanings associated with the “panoply of otherness” and expose the ways in which heteronormative discourse informs various representations of gay men in advertising.
View less >
View more >The author introduces queer theory and queer deconstruction to the advertising literature. First, he briefly outlines the theoretical and political concerns of queer theory—an emerging branch of radical thought from the humanities. Then he interprets an ad exemplar from an Australian gay newspaper by both a traditional structuralist approach and a queer deconstruction approach. He argues that queer theory and queer deconstruction are potentially powerful sources of ad critiques and productive perspectives for more perceptive marketing practices, for they generate meanings associated with the “panoply of otherness” and expose the ways in which heteronormative discourse informs various representations of gay men in advertising.
View less >
Journal Title
Journal of Advertising
Volume
28
Issue
1
Subject
Marketing
Tourism