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Digital Subscriptions > DIVA Magazine > June 2016 > Changing the Visual Culure

Changing the Visual Culure

AS THE ADVERTISING STANDARDS AUTHORITY LAUNCHES AN INQUIRY INTO NEGATIVE GENDER STEREOTYPING IN ADS, DIVA PRESENTS SOME SUGGESTIONS FOR LESBIAN AND BI WOMEN

In the early days of advertising, men like Mad Men’s Don Draper believed they were market pioneers, mavericks in suits who controlled a brand’s message in an era of seemingly unlimited possibility. With advertising campaigns creating icons like Leo Burnett’s Marlboro Man or NC&K’s Maidenform woman, ad agencies flirted with sex and gender, often playing on hitherto hidden desires for sex, social acceptance, style, and success.

Today, advertising is a multiplatform, many-headed hydra with ad agencies often following the tastes of consumers who have more power than ever. Yet despite this and significant legal changes affecting the lives of many LGBT consumers, we still haven’t managed to stem the endless flow of heteronormative advertising imagery.

There are no prizes for guessing why patriarchal orthodoxy still reigns – heterosexual men often head up the top jobs and still control what we are permitted to see. Their fear of female sexualities that don’t defer to men stymies the creation of imagery that challenges this orthodoxy.

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About DIVA Magazine

Our June issue kicks off the countdown to OITNB S4 Also in this issue: Geordie Shore’s Marnie Simpson on coming out as bisexual OITNB: Things get a whole lot darker in Litchfield in S4 Selling sexuality: DIVA challenges ad agencies to create ads for us Nequela Whittaker spills on her life as a former gang girl Susan Calman wants you to stop telling her to "Cheer up, love" Are sex toys & apps making us less intimate? Why local Pride events are life-changing EU Referendum: which way will you vote on 23 June? Is Scotland the best place to be LGBT? Jack Monroe on ghosting Eleanor Margolis wonders who would make the best date in Litchfield Plus all the very best in life, scene, books, film, music and TV.
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