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Positive
Same-Sex Affection An affectionate same-sex couple is shown inclusively. This does not include simulated sex or mocking displays of affection. Same-Sex Couples/Families An authentic same-sex couple or family is presented inclusively. Gay Pride Elements of GLBT pride (rainbow flags, parades, etc.) or a motif of self-acceptance punctuates the ad. Racial Diversity One or more GLBT characters are not the majority race in an airing country. (e.g. not Caucasian for U.S., U.K. or Australia/NZ) (This theme does not apply to non-GLBT characters.) Age Diversity The GLBT characters in the ad include middle-aged or older individuals. (This theme does not apply to non-GLBT characters.) Real GLBT Person A known, openly GLBT person is included. Trans Beauty A transgender woman is portrayed as attractive, not an object of humor or a trickster. Stereotype Twist A counter-stereotype is used (e.g. gay men as macho, transgender women as beautiful). Consciousness Raising When a seemingly negative GLBT theme is used ironically, to actually illustrate a GLBT-positive point. Multiple Gender Expressions GLBT people are portrayed as multifaceted individuals with varying degrees of masculinity and femininity despite existing stereotypes. Equal GLBT inclusion The GLBT character(s) in the ad are included without their sexuality being a point of issue. Gay Tease An ad that appears to have a GLBT-theme ad actually doesn't. By the end of the ad, the viewer recognizes it as merely GLBT innuendo. Camp/Gay Drag The ad includes humorous language, attire, or style that celebrates (or is in alignment with) gay culture. Often these are ironic displays of what might otherwise be considered tacky, distasteful, or provocative. Straight Left Out What initially appears to be a "straight" ad is actually a gay-themed ad. Most commonly, a woman thinks she is sharing flirtatious glances with a man but usually his boyfriend shows up and dashes her hopes. This is the opposite of "Gay Tease." Family Acceptance Usually paired with coming out, family member expresses acceptance of being GLBT. Gay Vague The GLBT theme in the ad is merely suggested and often debatable. GLBT Punchline (laughing with) The GLBT component of the ad is used humorously but inclusively where the GLBT person is not the brunt of the joke. Caution/Stereotypes
Male-Fantasy Lesbian A display or suggestion of highly feminized female-on-female affection to appeal to fantasies by straight men. Butch Lesbian A masculine woman included for the purpose of humor. Leatherman A man dressed in leather, Village People-style, to suggest homosexuality for humor. Sissies An exaggeratedly feminine male is included strictly for humor. (Cannot be paired with "Insufficient Masculinity/Femininity" theme) Insufficient Masculinity/Femininity The character does not fit traditional gender standards, even momentarily. (Cannot be paired with "Sissies" theme) Coupled Cheater A person in a heterosexual relationship/marriage has intimate relations with another of the same sex on the side -- portraying bisexuals as "double-dippers." (Straight) Dude Looks Like a Lady A man construed as heterosexual wearing women's things due to a humorous situation or sexual fetish. Homo-queasy A presumably heterosexual male is shown to be insecure with his (or another man's) sexuality. Walking Fine Line/Mixed Reception Responses to the GLBT theme get mixed reception within the ad. This theme can often be interpreted as both gay-inclusive and counter-progressive simultaneously. Miscellaneous Stereotype Some examples include gay men as hair stylists, broadway enthusiasts, fashionistas, promiscuous, etc. or lesbians as cops, P.E. teachers, hippies, man-haters, etc... Negative
Homophobia/Transphobia Negativity toward GLBT people or situations, or the mere suggestion of them. Problematic Language Derogatory words are included (e.g. fairy, faggot, dyke, etc.), including for humor or double-entendre. GLBT Punch Line (laughing at) The GLBT character is the punch line (often at the end of the ad) for being GLBT. Deceptive/Scary Trans A transgender woman is portrayed as a trickster if attractive, or frightening if unattractive. Sexual Predator/practice The character (usually a gay man) is portrayed as making a sexual advance (or inclined to) towards unwilling parties. Violence Violence or the implication of violence against a GLBT person is displayed. Ex-GLBT Being GLBT is presented as a conscious choice and that measures (usually religious) can be taken to become heterosexual.
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