GLAAD’s Advertising Media Program

Gay & Lesbian Alliance Against Defamation (GLAAD) has an amazing learning resource called the Advertising Media Program that incorporates the "Commercial Closet", that is dedicated to promoting and ensuring fair, accurate and inclusive representation of people and events in the media as a means of eliminating homophobia and discrimination based on gender identity and sexual orientation.

Mission Statement

GLAAD is dedicated to promoting and ensuring fair, accurate and inclusive representation of people and events in the media as a means of eliminating homophobia and discrimination based on gender identity and sexual orientation.

"Words & Images Matter"

Do you remember the first time you saw a gay character on TV? Or the first time you read a profile of an openly gay or transgender leader in your local newspaper. GLAAD, has been the crusader for change, changing people's hearts and minds through what they see in the media. They understand that when people watch on TV or read in their newspaper it will shape how the public will view and treat the gay, lesbian, bisexual and transgender community, and their mandate is to increase awareness and fairness that those images foster understanding and respect.

When media images of GLBT lives are fair, accurate and inclusive, then there is an increasingly welcome and accepting relationship into a society that respects difference. When those images perpetuate stereotypes, myths and misinformation about those lives, then the community becomes vulnerable to anti-gay forces working to create a world in which these individuals do not exist.

Fair, accurate and inclusive media images shatter stereotypes.

What is a "Gay" ad? What's in the Ad Library?

This website is a collection that focuses on mainstream corporate advertising and its incredible power to affect how the Gay/Lesbian/Bisexual/Transgender community is perceived. They collect worldwide corporate ads with direct references to GLBT people or a GLBT theme, including political ads and those from government and health agencies, nonprofits, gay and anti-gay organizations.

Some references may not actually involve a gay person, just the idea of homosexuality or transgender. This may include cross-gender dressing, "inappropriate" gender behavior, references to male-male rape, gay sexual practice, and some same-gender physical contact/interaction.

Cultural perspectives on what constitutes homosexuality versus friendship vary greatly; the sites bias is through an American "lens", and at discretion of GLAAD, they collect some "gay vague" material -- where sexuality is unclear and may allow for gay interpretations.

The project also comprehensively tracks (but does not rate) print and internet ads in the gay media.

Which ad agencies are most profiled on CommercialCloset.org?

DDB (Needhan) is the tops -- with 85 ads total, including 43 for Mainstream viewers 37 for Gay audiences, 5 for dual audiences.

Other top agencies making the most GLBT-themed commercials include TBWAWorldwide (52), LeoBurnett (46), Y&R (42), BBDO (40), LowePartners (37), McCann Erickson (32), JWT (32), Saatchi Saatchi (28), Publicis (22), and Euro RSCG (20).

The AdRespect Score

The AdRespect Score is a numerically-based system used to rate ads on a scale of 0 (worst) to 100 (best) based on the types of representations and inclusiveness of the GLBT community. The score itself is calculated by an algorithm that relies on the themes present in each commercial to determine the points earned. The themes are assigned by the editorial staff, and are separate from likability scores generated by site visitors.

To see the rating system please visit the commercialcloset.org site.

GLAAD Media Awards Promo