When you're young and exploring your identity, you'd assume that, in a diverse and multicultural world, you'd be able to identify with some of the media's images inundated on you. Well… if you're a heterosexual, sexist male, the media will offer you a staple diet of crass adverts to satisfy your depraved needs.
THE HETERO WORLD
If you are gay, you will be hard pressed to find any adverts that represent you in a positive way. The idealised hetero family will tell you this is the norm…
Now, here's a banned advert, showing two loving human beings...
|Heinz advert banned for featuring two gay dads kissing. source: http://www.metro.co.uk/news/190242-heinz-pulls-mayo-advert-over-gay-kiss#ixzz2CZP16qPo|
Another banned advert:
|A banned ice-cream advert showing two priests about to kiss. source: http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/media/8087413/Gay-priests-ice-cream-adverts-banned.html|
But occasionally, you will find resistance:
THE INVISIBLE RACES
Asians, Blacks, Mediterranean and Hispanic are rarely represented unless they're advertising curry or teas, pizzas or tortillas…
|A South African ad depicting an interracial couple sparks controversy. source: http://www.blackenterprise.com/news/interracial-ad-sparks-controversy-in-south-africa/|
And where are the Chinese? They become visible when advertising global banking or happy childlike female representations, while masking the West's exploitation of their lost childhood spent in sweatshops churning out the latest commodity to satisfy your needs.
This is what you won't see.
Or how about an alcohol advert advertising an 'exotic drink' because it takes a woman of colour to bring out the 'exotic' in you…
|Malibu Lady Sunshine drink. source: drink-brands.com|
THE SUBMISSIVE FEMALE
How many times have we seen it and wanted to scream at that screen or billboard that we are not available to every Neanderthal man's urges??
We do not exist solely for your approval…
nor are we here to serve you...
We are not all 25 year old blondes waiting for your advances…
We are diverse, multicultural, heterosexual, bisexual, trans and gay human beings - embrace it and challenge the world of exploitative, sexist, racist, heterosexist ads by writing to your advertising council (Now here's a slogan you'll want to remember), because contrary to the ad man's world, we are the majority. If you see something you don't like, tear it down. Get together with your friends and make large stickers with slogans and plaster them on every ad on the tube, high street that demeans, objectifies or, reduces you to an object. Make a Saturday shopping spree into a memorable experience...