Guardian UK: When it comes to complaining, we lefties are put to shame by a vocal homophobic few

[marmar]

Outraged, but lazy
When it comes to complaining, we lefties are put to shame by a vocal homophobic few
Zoe Williams The Guardian, Wednesday June 25, 2008


The Advertising Standards Authority has received nearly 200 complaints about the Heinz mayonnaise ad, which - assuming a higher final tally - should make it one of the five most offensive this year. Let me describe the controversial sales pitch. There are some kids, with a mum in a white apron, and a dad, but - ah ha! - when the dad goes to leave, it turns out the mum isn't a mum, she's a bloke from a New York deli. The dad gives the him-not-her a kiss goodbye. Smack on the lips, like some kind of gay, except it has nothing to do with being gay - it is a joke about the mayonnaise being so authentic it's as if your mum has turned into a bloke from a New York deli.

Complaints have centred on the fact that one man kissing another could be construed as homosexuality, and oblige parents to explain to children what that is. Never mind that mayonnaise can't be advertised between kids' programmes because the fat and salt content is too high. So it doesn't matter that the product is so injurious to health that the mere mention of it is thought too toxic for pre-watershed telly; and it doesn't matter that both the stated and tacit messages of the advert are nothing to do with sexuality of any sort, it's a straight "mayonnaise is nice" underpinned by the British-ad fascination with men dressed as women revealed as men (think Bounty - wipe not bar).

I don't mind the existence of the odd humourless homophobe, but I'm interested by their sense of entitlement, considering what a marginal view they hold. They look around, see anti-discrimination legislation all about, see a gay wedding officiated by an actual bishop, and still think the ASA will be on their side.

It never occurs to me to lodge a complaint with the ASA and this is categorically not because I'm never offended. I'm constantly offended. I hate the preponderance of alternative indie music on the ad circuit, so that everything from a Samsung camera to a Toyota people carrier or an Orange chat plan is flogged with the voice of some sub-Joanna Newsome no mark. Not only is it cynical, this pretence that buying a big square car is the "alternative" choice, but it appropriates and tramples over the aural landscape of the outsider so that there's nowhere for even an outsider to feel at home. It's disgraceful; a genuine traducement of the purpose of art, which is to make us feel that we're not alone. ......(more)

The complete piece is at: http://www.guardian.co.uk/world/2008/jun/25/gayrights.gender

[Demeter]

1. There's Only So Much Background and Nuance One Can Cram Into 30 Seconds

Something Madison Avenue could learn from sound-bite politicians.

[PDJane]

2. What I really find amusing.........

is that homosexuality has mostly been a kind of upper-class thing, with a lot of joking abuot. Hell, New York's first Brit governor had to be recalled because he tended to attend parties at the mansion in a high wig and women's clothes.

I truly don't get the outrage.......

[comtec]

3. BIG MANLY MEN... smaaaaaaaaaaall pee pee

and a lingering question about their OWN sexuality.
they're probably not gay. but probably not totally straight.
I have not been able to grasp the strange distrust of bisexuality from both sides.
If it was less demonized, and just left as a way things are I think we'd have many fewer bigots.
Hey.. guy.. you're bi.. GET OVER IT!
They can't handle other people being secure in their sexuality, whatever that happens to be.

IMHO it's the polarizing that's still out there, where people can accept they're gay, because thats still a black n white issue. and there's more acceptance of how that person is.

The fear is that they will LIKE this ... difference, this GRAY area... and the small minded jsut don't know what to do with the gray.

That's just my opinion.. I could be wrong