WHY are we doing this project?
In the following, our project about gay stereotypes in advertisement will be further explained.
The idea for our project has been developed in a seminar about LGBTQ Culture at Leipzig University. Thanks to the Spanish guest lecturer Hernando C. Gomez Prada, a seminar on this topic could be provided at Leipzig University for the first time. During the sessions, various facts and circumstances about LGBTQ history, and current Gay Culture have been presented and discussed. In order to reach and inform as many people as possible, we will not pass the seminar by writing exams or handing in papers, but we will create our own websites. So after some discussions we finally decided to talk and write about gay stereotypes focussing on advertisment on our homepage.
WHY did we have the idea?
We see lots of posters and ads in our daily life. We noticed that they are often filled with stereotypes and using sexism and prejudices to commerce and sell products. It was a concern for all of us to investigate at least a few particular aspects of this issue.
Connecting Gay Culture with advertisement is important to our group due the two following reasons:
Firstly, nowadays everyone is constantly confronted with ads. This happens not only consciously but most of the time even unconsciously. This is why a careful and critical scrutiny of advertisements is necessary and important.
Secondly, within the past years LGBT Marketing has got more and more important and a new target group of LGBT people has been discovered and is therefore used and taken into account by a variety of companies.
As advertisement is very complex and diverse, we restricted our investigation on several specific stereotypes of gay people. First and foremost we are interested in how these stereotypes are used for commercial purposes to increase the sales figures. A further important question of our study is the following: What stereotypes are used in advertisements and why?
In addition to the research we carried out, various discussions and different articles we produced, the idea of creating a video had been developed.
You can find a detailed structure of our project under: Project
In the following, our project about gay stereotypes in advertisement will be further explained.
The idea for our project has been developed in a seminar about LGBTQ Culture at Leipzig University. Thanks to the Spanish guest lecturer Hernando C. Gomez Prada, a seminar on this topic could be provided at Leipzig University for the first time. During the sessions, various facts and circumstances about LGBTQ history, and current Gay Culture have been presented and discussed. In order to reach and inform as many people as possible, we will not pass the seminar by writing exams or handing in papers, but we will create our own websites. So after some discussions we finally decided to talk and write about gay stereotypes focussing on advertisment on our homepage.
WHY did we have the idea?
We see lots of posters and ads in our daily life. We noticed that they are often filled with stereotypes and using sexism and prejudices to commerce and sell products. It was a concern for all of us to investigate at least a few particular aspects of this issue.
Connecting Gay Culture with advertisement is important to our group due the two following reasons:
Firstly, nowadays everyone is constantly confronted with ads. This happens not only consciously but most of the time even unconsciously. This is why a careful and critical scrutiny of advertisements is necessary and important.
Secondly, within the past years LGBT Marketing has got more and more important and a new target group of LGBT people has been discovered and is therefore used and taken into account by a variety of companies.
As advertisement is very complex and diverse, we restricted our investigation on several specific stereotypes of gay people. First and foremost we are interested in how these stereotypes are used for commercial purposes to increase the sales figures. A further important question of our study is the following: What stereotypes are used in advertisements and why?
In addition to the research we carried out, various discussions and different articles we produced, the idea of creating a video had been developed.
You can find a detailed structure of our project under: Project
What do we aim at achieving with our project and the website?
Since we are living in a fast-moving society where we are always influenced by external sources, such as advertisement, a critical review of these influential factors is very important and essential.
Therefore, we hope for a more conscious and more reflected handling of advertisement: So please, watch ads with a critical eye!
Furthermore, we want to call everybody´s attention of the frequent - yet unconscious - use of stereotypes which must not be in a negative way but which could be offending for someone if used irresponsibly.
But do we still categorize people by using stereotypes? Is this classification in such a modern and open-minded society still relevant and necessary?
Or is it really true that our society is totally modern and open for non-stereotypically-thinking? Do we really take people "just" like normal individuals who don't need to think in the way we do? We are creating this project to lead our friends, visitors of the page and people passing by to the long, long alley of wiping off all prejudices and replacing them with ideas of equal individuals.
Since we are living in a fast-moving society where we are always influenced by external sources, such as advertisement, a critical review of these influential factors is very important and essential.
Therefore, we hope for a more conscious and more reflected handling of advertisement: So please, watch ads with a critical eye!
Furthermore, we want to call everybody´s attention of the frequent - yet unconscious - use of stereotypes which must not be in a negative way but which could be offending for someone if used irresponsibly.
But do we still categorize people by using stereotypes? Is this classification in such a modern and open-minded society still relevant and necessary?
Or is it really true that our society is totally modern and open for non-stereotypically-thinking? Do we really take people "just" like normal individuals who don't need to think in the way we do? We are creating this project to lead our friends, visitors of the page and people passing by to the long, long alley of wiping off all prejudices and replacing them with ideas of equal individuals.