Advertising Standards? What?
THIS is probably the most ridiculous news story I've ever read.
The story refers to a mayonaise advert. As I began reading it I wasn't sure if I'd seen the ad before, I couldn't even tell if it had been made in this country. The distinction of it as a 'men sharing a kiss' completely threw me. Even I felt shocked, though mostly impressed. I thought to myself, wow, what progress, what a campaign, how was it used? Was it a natural, home situation style ad which used a gay couple instead of a straight one?
No, is the answer to that. Not at all. I had seen this advert and never in my life would I have considered it, or recalled it as two men kissing, because of the set up of the ad. The article, excrutiatingly objective as it was got me so outraged I stopped reading and began writing this. Thankfully, I see they put forward the full synopsis but, why not tell the story like it is? These people who complained, who were offended, who protested that: "the ad was "unsuitable to be seen by children" and that it raised the difficult problem of parents having to discuss the issue of same-sex relationships with younger viewers" are utterly repressed, buttoned-up morons.
WHAT PROBLEM? I'm certain that there are PG comedy films with two men in hilarious predicaments due to mistaken identity, I can't think of an example, but I'm sure anyone can imagine a scenario. I've got 'Planes, Trains and Automobiles' in my head, which I'm sure I saw as a young child (thought I can't be sure of its rating), whereby John Candy and Steve Martin are forced to sleep in the same bed and end up spooning by the morning. This is all for the sake of light entertainment.
The situation in the advert is hardly different, if a child was paying any attention I'm sure they'd have got the jist of it. A man in an apron is making the kids lunches, he's a big New Yorker, alluding to the fact that he might run a Deli. Queue the kids, taking their lunches in which he has used this 'Deli-style' mayonaise. THEY CALL HIM 'MUM'. They all, quite clearly do this so as to make the representation crystal clear. The use of situation comedy comes with the classic line as the husband goes to leave: 'aren't you forgetting something' with a gesture to the lips. This isn't an unrecognisable scenario to any of today's media-junkie youth. There is no need to explain the possibilities of same-sex relationships because it quite clearly isn't advocating any.
I just can't believe I continue to be surprised by the British public's pathetic reaction to just about anything. I'm sure the majority of people would not have batted any eyelid, would never have seen it as a 'gay kiss' and would have laughed, because it's a funny advert. And what of it, if there was the representation of a gay relationship on a British advertisement people ought to welcome it. Children should be informed early, just as they're informed about anything else. It is undeniable that homosexuality exists.
Our society, I thought, was finally beginning to accept it, but it's not good enough. The media is constantly bombarding us with homogenised images, heterosexual relationships, families and the like. It may well be that heterosexuality does represent the majority of people but there are instances in advertising where a better representation of the general population could well be addressed. For example, Wrigley's 'Extra', their current 'get closer' campaign, both as a regular ad and a Hollyoaks sponsor, involves various young, beautiful heterosexuals, 'getting closer' to each other. In an ad, you see numerous people getting together, in a big room, why not shove in some same-sex couples in the pack. Out of all those people, in that enormous room, are you telling me that not one of them is gay? Or even curious? I find that hard to believe.
This truly needs to stop now, the sooner they just let it out into the open, the sooner they won't think children need protecting anymore. You can't stop them from seeing it in the street can you? This is real and this happens and I daresay there is nothing wrong with it. People continue to make it wrong, make it outrageous and offensive. Why not call all pre-watershed bouts of affection offensive? Because I'd say it is, why ban one kiss when you can ban them all? Let's be completely oppressed, let's ensure that no women are ever seen with men unless they're married, oh and let's just mark out a strict 'zone' surrounding each indiviudal whereby no two people can cross.
I don't even know why I've gone on to discussing geniune gay relationships or kissing in the first place, because frankly this advert doesn't warrant that discussion, it has nothing to do with homosexuality at all. It's so separate from that that I'm actually outraged at myself for daring put the two together.
The story refers to a mayonaise advert. As I began reading it I wasn't sure if I'd seen the ad before, I couldn't even tell if it had been made in this country. The distinction of it as a 'men sharing a kiss' completely threw me. Even I felt shocked, though mostly impressed. I thought to myself, wow, what progress, what a campaign, how was it used? Was it a natural, home situation style ad which used a gay couple instead of a straight one?
No, is the answer to that. Not at all. I had seen this advert and never in my life would I have considered it, or recalled it as two men kissing, because of the set up of the ad. The article, excrutiatingly objective as it was got me so outraged I stopped reading and began writing this. Thankfully, I see they put forward the full synopsis but, why not tell the story like it is? These people who complained, who were offended, who protested that: "the ad was "unsuitable to be seen by children" and that it raised the difficult problem of parents having to discuss the issue of same-sex relationships with younger viewers" are utterly repressed, buttoned-up morons.
WHAT PROBLEM? I'm certain that there are PG comedy films with two men in hilarious predicaments due to mistaken identity, I can't think of an example, but I'm sure anyone can imagine a scenario. I've got 'Planes, Trains and Automobiles' in my head, which I'm sure I saw as a young child (thought I can't be sure of its rating), whereby John Candy and Steve Martin are forced to sleep in the same bed and end up spooning by the morning. This is all for the sake of light entertainment.
The situation in the advert is hardly different, if a child was paying any attention I'm sure they'd have got the jist of it. A man in an apron is making the kids lunches, he's a big New Yorker, alluding to the fact that he might run a Deli. Queue the kids, taking their lunches in which he has used this 'Deli-style' mayonaise. THEY CALL HIM 'MUM'. They all, quite clearly do this so as to make the representation crystal clear. The use of situation comedy comes with the classic line as the husband goes to leave: 'aren't you forgetting something' with a gesture to the lips. This isn't an unrecognisable scenario to any of today's media-junkie youth. There is no need to explain the possibilities of same-sex relationships because it quite clearly isn't advocating any.
I just can't believe I continue to be surprised by the British public's pathetic reaction to just about anything. I'm sure the majority of people would not have batted any eyelid, would never have seen it as a 'gay kiss' and would have laughed, because it's a funny advert. And what of it, if there was the representation of a gay relationship on a British advertisement people ought to welcome it. Children should be informed early, just as they're informed about anything else. It is undeniable that homosexuality exists.
Our society, I thought, was finally beginning to accept it, but it's not good enough. The media is constantly bombarding us with homogenised images, heterosexual relationships, families and the like. It may well be that heterosexuality does represent the majority of people but there are instances in advertising where a better representation of the general population could well be addressed. For example, Wrigley's 'Extra', their current 'get closer' campaign, both as a regular ad and a Hollyoaks sponsor, involves various young, beautiful heterosexuals, 'getting closer' to each other. In an ad, you see numerous people getting together, in a big room, why not shove in some same-sex couples in the pack. Out of all those people, in that enormous room, are you telling me that not one of them is gay? Or even curious? I find that hard to believe.
This truly needs to stop now, the sooner they just let it out into the open, the sooner they won't think children need protecting anymore. You can't stop them from seeing it in the street can you? This is real and this happens and I daresay there is nothing wrong with it. People continue to make it wrong, make it outrageous and offensive. Why not call all pre-watershed bouts of affection offensive? Because I'd say it is, why ban one kiss when you can ban them all? Let's be completely oppressed, let's ensure that no women are ever seen with men unless they're married, oh and let's just mark out a strict 'zone' surrounding each indiviudal whereby no two people can cross.
I don't even know why I've gone on to discussing geniune gay relationships or kissing in the first place, because frankly this advert doesn't warrant that discussion, it has nothing to do with homosexuality at all. It's so separate from that that I'm actually outraged at myself for daring put the two together.
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