Or at least that's what those marketing to themselves to gay men believe. For example, there is an organization trying to recruit gay men for an HIV vaccine. The image they use is a half-naked man with "I have a heart on" written across his chset. Get that pun? That's right not only must it be true that you can only get a gay man to care about anything by by showing a half naked man, but you've got to make sexual puns as well because no gay man would care about "ending HIV" unless you get his hormones flowing.
I am really starting to get annoyed --- even pissed off--- at how overly sexualized advertisements targeting gay men are. This one bothers me most.
I came age during the 80s, and the height of the AIDS hysteria. It was a really scary time. Not only were gay people dying left and right of the disease, anti-gay violence and "humor" went on the upswing as well. So, to see a potential HIV vaccine advertised in this manner really irks me. Really?
The advertisement suggest that by partaking in this HIV vaccine trial I would be helping the world. It would show I care. Okay, fine enough. Maybe it would. But putting that message along side that image suggests that the only way to get me to care about the world and "ending HIV" would be to get my sex hormones going as if my capacity to care about the world, and in particular "ending HIV" is located in my testicles.
Well, this might not be much of a diary. It may be nothing more than a rant. But I am sick of the dehumanizing process of hypersexualization of gay men that even those who are supposed to be on our side engage in (like those trying to find a cure for HIV).
So tell me in the comments: where have you seen ridiculous sexual appeals to gay men in marketing?
2:41 PM PT: Thanks to Angry Gays and Milk Men and Women for the republish!