How to not read into advertisements
September 29, 2009
While I normally agree with and enjoy Queers United, I have to disagree with them on a recent post of theirs regarding reading too much into this ad for iMovie:
Queers United had this to say:
A new commercial by Apple mocks transgender people and attempts to make trans people seem less than and a “work in progress”
They based their post off of this one from Glaad:
After being alerted by constituents about a problematic ad for Apple‘s iMovie, we investigated these complaints and were disappointed to see the usually witty Mac advertisers resort to mocking transgender people in order to sell their product.
The ad features model Gisele Bundchen, who is supposed to be the embodiment of a home movie made using iMovie. After the Mac presents Gisele, the PC presents a person wearing a dress identical to Gisele’s, in a wig, with no breasts, a five o’clock shadow and an abundance of exposed chest hair.
Queers United also notes in the comments to its post that “The commercial plays on the stereotype that trans women are somehow misleading, ugly, and the last comment “a work in progress” is offensive.”
I have several problems with this:
First and foremost, this is not a new ad. The YouTube video dates back to 2006. If this is such an issue, I’m wondering why it wasn’t addressed when it was actually airing? It’s far too late to pull the ad now, since it’s not even running anymore.
Second, this is about software, and the ad is based on one of the oldest comedy sketches in the book. When I view the ad, I don’t see the man in the dress at the end being transgender. I don’t even see him being a cross-dresser. I see him as a man in a wig and a dress. The primary reason I do not view this as offensive is because the man in the ad is not just any woman: he’s supposed to be Gisele, and Gisele is already onscreen. He is not transitioning; he is the embodiment of poor software. It could just be my perspective, but when I think of the transgender folks I know, I don’t see them being portrayed in the ad.
Third, a ‘work in progress’ is a common phrase used to describe creative work. In the ad, I believe that phrase is used to refer to the movie itself. The thing about advertising is that we have to step outside our own world and into that of the one in the ad. Meaning: the models are movies, and therefore it is the movie that is the work in progress.
Finally, Apple is pretty progressive when it comes to GLBT rights. Turn back time a year and you might come across this quote:
Apple was among the first California companies to offer equal rights and benefits to our employees’ same-sex partners, and we strongly believe that a person’s fundamental rights–including the right to marry–should not be affected by their sexual orientation. Apple views this as a civil rights issue, rather than just a political issue, and is therefore speaking out publicly against Proposition 8.
It hit all the major tech blogs and it also hit the gay blogs, including Queers United.
I could be wrong about all of this, of course, and I’m certainly open to that idea. But I’m a big fan of thinking critically before jumping to activist conclusions. Any and all comments on this are most welcome. Commence discussion.
Posted in gaymentary
