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The portrayal of lesbians, however, remains infrequent and too often conforms to stereotypes. Our award winning editorial team PPA Digital Brand of the Year ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape. Recruit marketing talent Get your role in front of overmarketing professionals when you advertise with Marketing Week. Gay men actually tend to be more frequently portrayed with families compared to lesbian couples. Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

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Because of a lack of representation, naturally people are going to be more shocked and will find it less acceptable.

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Why are advertisers still failing to represent lesbians?

The women portrayed tended to be overly sexualised and feminine — and they often came in pairs. If advertising represented people equally, people might find it less offensive. The Cairncross Review into the future of the UK news industry has called on the Competition and Markets Authority to investigate the efficiency of the online ad market, which is dominated by Google and Facebook. They are only shown in a domestic setting and are portrayed doing household chores or raising children. Her research led her to identify four main types. Lipstick lesbians — This was the main portrayal of lesbians in advertising up until four years ago. The end of the ad reveals she is actually a lesbian, much to the shock and disappointment of the male onlookers.

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But it needs to work the other way around. Get your role in front of overmarketing professionals when you advertise with Marketing Week. Lipstick lesbians — This was the main portrayal of lesbians in advertising up until four years ago. Its ad, showing two women undressing each otherwas the third most complained about inaccording to the Advertising Standards Authority, after racking up complaints. Soft butch — This portrayal is more recent, and only started appearing two years ago. For example, an ad by XXL All Sports United see below aired in the Netherlands shows a woman walking through an airport, being lusted after by every man. Gay men actually tend to be more frequently portrayed with families compared to lesbian couples.

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