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posted by [identity profile] bugshaw.livejournal.com at 06:33pm on 06/11/2008
If it were Stephen in this ad rather than Suzie, but still with the same woman telling the story, the implied love interest would not be subtext.

That Nike ad is more complicated (thanks for the link). To me, the picture and the words conflict with each other; whenever I try to pin an interpretation on it, one of them or my (limited) knowledge of the context of basketball and US competitiveness and attitudes to homosexuality and physical dominance hierarchy tips it off.
For example: one bloke is jumping on another bloke's head (crotch in face, but that's incidental). Hurrah, jumper is strong and successful and wearing trainers and is better than the jumpee, who looks rather uncomfortable. I want to wear trainers and be successful like that, it's the American Dream! But hang on, the text says "That ain't right" Why? What's wrong with it?
and two or three other inconsistent interpretations.
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(no subject)

posted by [identity profile] covertmusic.livejournal.com at 07:19pm on 06/11/2008
Part of it is that the Nike ads are playing with commentatorese and street slang/trash-talk too. That might be part of the problem with them; different signifiers jump out to different people, and some of the attitudes signified might be in morally sketchy territory. Some kids think it's wicked, and some people think it's just wicked.

Anyway, about the Stagecoach ad, I totally agree, but what I was really trying to ask, clumsily as it turned out, was "what if all the characters in the Stagecoach ad were male?". Would a gay subtext be more controversial than a lesbian one? Instinctively, I think it would...
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(no subject)

posted by [identity profile] bugshaw.livejournal.com at 07:50am on 07/11/2008
I agree, I think a gay subtext would be more controversial. Perhaps because it's harder to ignore, she says, noting that in our culture Queen Victoria was happy to believe that lesbianism didn't exist and presumably the women were just friends. At least, that's the popular but probably over-simplified view of her position.
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