Tag Archives: normative

Ad Critique: ‘Targeting’ ‘Different’ Identities

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In this advertisement, a gay couple is featured and they are presumably getting married. While Target took a positive step and many companies do not market non-hetero normative love, this advertisement is still problematic. It markets same sex love as alien and rare. The copy reads ‘be yourself together, build a Target Wedding Gift Registry as unique as the two of you’. This word choice ‘unique’ and the gay couple featured works dialectically, and correspondingly suggests that there is something particularly ‘unique’ about the gay couple. In reality, all couples are likely unique. The copy would likely read differently if a heterosexual engaged white couple were featured. This process of deeming something unique can be positive but it can also be‘othering’ and perpetuate marginalization. There must be balance between glorifying diversity and difference while maintaining respect and inclusion of different groups.

http://www.huffingtonpost.com/2012/07/26/target-same-sex-registry-ad-gay-marriage_n_1706599.html

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