An affectionate same-sex couple is shown inclusively. This does not include simulated sex or mocking displays of affection.
An authentic same-sex couple or family is presented inclusively.
Elements of GLBT pride (rainbow flags, parades, etc.) or a motif of self-acceptance punctuates the ad.
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.)
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.
A transgender woman is portrayed as attractive, not an object of humor or a trickster.
A counter-stereotype is used (e.g. gay men as macho, transgender women as beautiful).
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.
The GLBT character(s) in the ad are included without their sexuality being a point of issue.
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.
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."
Usually paired with coming out, family member expresses acceptance of being GLBT.
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.
A display or suggestion of highly feminized female-on-female affection to appeal to fantasies by straight men.
A masculine woman included for the purpose of humor.
A man dressed in leather, Village People-style, to suggest homosexuality for humor.
An exaggeratedly feminine male is included strictly for humor. (Cannot be paired with "Insufficient Masculinity/Femininity" theme)
The character does not fit traditional gender standards, even momentarily. (Cannot be paired with "Sissies" theme)
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.
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.
Some examples include gay men as hair stylists, broadway enthusiasts, fashionistas, promiscuous, etc. or lesbians as cops, P.E. teachers, hippies, man-haters, etc...
Negativity toward GLBT people or situations, or the mere suggestion of them.
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.
A transgender woman is portrayed as a trickster if attractive, or frightening if unattractive.
The character (usually a gay man) is portrayed as making a sexual advance (or inclined to) towards unwilling parties.
Violence or the implication of violence against a GLBT person is displayed.
Being GLBT is presented as a conscious choice and that measures (usually religious) can be taken to become heterosexual.