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  • Making the Ad perfectly Queer: Marketing "Normality" to the Gay men's Community

    Author(s)
    Kates, Steven
    Griffith University Author(s)
    Kates, Steve
    Year published
    1999
    Metadata
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    Abstract
    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 ...
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    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.
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    Journal Title
    Journal of Advertising
    Volume
    28
    Issue
    1
    DOI
    https://doi.org/10.1080/00913367.1999.10673574
    Subject
    Marketing
    Tourism
    Publication URI
    http://hdl.handle.net/10072/122310
    Collection
    • Journal articles

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