Stereotype Pushing: HIV and Homosexuality

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HIV and AIDS are increasingly becoming a widespread problem among the many people who do not use protection. So, condom companies have started putting out more advertisements pushing the use of condoms. There are also more ads pushing for people to get tested. One problem: these ads often show a gay couple. This pushes the stereotype that being gay increases the chance that you will get HIV. These ads fully ignore the heterosexual population, which also pushes the second part of the stereotype: being heterosexual lessens your chance of getting HIV. There are ads that appeal to the heterosexual population, but they usually receive less attention than the homosexual ones do. These advertisements push other homosexual stereotypes as well. My first advertisement is from LOVE LIFE STOP AIDS, a website from Switzerland. The ad specifically targets homosexuals and urges them to use condoms. It shows two men having intercourse on the moon, in spacesuits, and says, “Always have condoms with you. You never know when and where you get horny.” ("Love life" 2008). This ad appeals to the need to feel safe, one of the fifteen basic appeals in advertising from Writing and Reading Across the Curriculum, by showing the consumer that using condoms will keep them safe from serious diseases. Even though this advertisement is sponsored by a website that supports homosexuals, I find that the ad portrays the men very stereotypically, specifically with the stereotype that homosexuals have raging sexual desires. Most gay men would not be so unbearably horny at times that they would want sex in outrageous places; they would prefer privacy just like everyone else. The ad does have a good point about always having condoms with you, which is the main part of... ... middle of paper ... ...t towards the legalization of gay marriage. This is an example of how such stereotypes have a concrete negative effect on the homosexual community. Works Cited Aids awareness campaign: gay. (2007). Retrieved from http://adsoftheworld.com/media/print/aids_awareness_campaign_gay?size=_original Fowles, Jib. (1982). Advertising’s Fifteen Basic Appeals. In L. Behrens and L. Rosen (Eds.), Writing and Reading Across the Curriculum, Brief Edition (2nd Edition) (2 ed., pp. 413-429). New York: Longman. Kilbourne, J. (2005). Killing us softly 3. Retrieved from http://video.google.com/videoplay?docid=-1993368502337678412# Love life stop aids: space. (2008, March). Retrieved from http://adsoftheworld.com/media/print/love_life_stop_aids_space?size=_original One life: shower. (2009, June). Retrieved from http://adsoftheworld.com/media/print/one_life_shower?size=_original

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