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Lesbian Women in Ads
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 <Background:
One of the standard tropes of pornography is of faux-lesbianism—the
female couple engaging in sexual intercourse for the pleasure of the male
viewer. Sut Jhally’s two Dreamworlds videos reflect the presence of
this trope in mainstream music television videos. As Jhally indicates, the
presence of true lesbian sexuality would be a welcomed addition to the
misogynistic and heteronormative world of music television; however, he
emphasizes the need to understand that such sexuality is in fact presented
for the male heterosexual viewer. Much like Jhally’s analyses of popular
music videos, the study of mainstream advertising reveals a significant
presence of faux-lesbianism in ads. At the same time, as is the case with
gay
advertising, lesbian advertising is an acknowledgement of a growing
market sector in consumer society. The
Ads:
Interestingly, ad 3 was found in both a heterosexual magazine as well as
in a homosexual magazine. Questions:
(1) Is the emergence of lesbian-centered advertising a positive sign? Does
it represent an opening up of advertising to non-heterosexual avenues, or,
as Jhally suggests, is it merely a reinscription of male heterosexist
assumptions? (2) In which types of magazines do we note an increase in
lesbian-related advertising? (3) Are the women in lesbian ads subject to
the same forms of visual and contextual objectification as women in
straight ads? >
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<presented by Scott A.
Lukas, Ph.D.>
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