As we near the end of the seemingly longest-ever U.S. election campaign, a minor controversy has erupted over the advertising strategy employed by the opponents of Proposition 8 in California. Proposition 8 is the anti-gay statewide ballot initiative that would, in the words of Hilary Rosen of The Huffington Post, amend the state constitution to “take gays and lesbians out of the equal protection clause.” The controversy is over the use of the word “gay” in the “No on 8” television advertisements. As it happens, many of the ads don’t use the word “gay.”
Does an ad promoting equal rights for gay and lesbian people have to use the word “gay?” Is it any more, or less, effective if it doesn’t? It’s a good question, and one that I haven’t thought much about until lately. I’m not privy to the discussions about advertising strategy that the "No on 8" team has had, but I can guess that they’re trying to cast as wide a net as possible to reach the largest possible group of voters with a “no” message.
Here’s my take.
If an ad is effective and makes its point without using the word gay, that’s fine. Here’s an example of an ad that proves that point:
But I think that at least some of the advertising and outreach about "No on 8" needs to plainly say what Proposition 8 is about: the denial of rights to gays and lesbians. Yes, the issue is about equality, but it’s about equality for all, including (specifically) gays and lesbians. Clear communication requires being up front (out front?) about what you mean and why what you say is important. Here’s an example of an ad from the same campaign that proves that point (featuring the fabulous Margaret Cho and her friend Selene Luna):
If Proposition 8 is defeated, this controversy will probably be forgotten. But if Proposition 8 passes, I’m sure we’ll see lots of commentary about the ineffectiveness of the messaging and the mistakes made by opponents in not using the word “gay” more often and more obviously.
What do you think? Do you have to use the word “gay” to be effective in gay and lesbian communications?
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