Queer Marginality and Planning for Brand Resonance: A Qualitative Critique of the South African Advertising Industry

Abstract

Advertising scholars and international practitioners are progressively adopting a queer identity theoretical lens as part of their approach to crafting creative brand strategies aimed at connecting brands with diverse people and meaningful social causes. Scholars who have examined the ongoing reproduction of heteronormative gender binaries in brand advertising have found a concerning chase for queer purchasing power in what is termed the “dream market” or “pink pound” rather than engendering genuine social change. Scholars also allude to the nonrecognition of the gender and queer identity spectrum which has led to the misrepresentation of queer people in advertisements, but thus far, there is a paucity of related South African research. The aim of the study was to examine the social constructions of gender and queer identity in advertising through the lens of brand communication planners; and to understand how the voices of the queer community are included in the planning and production of advertisements that resonate. This study adopted queer theory and brand resonance theory as the framework for better understanding how brands can begin to form more meaningful connections with consumers, in particular those from the queer community. Methodologically, a critical qualitative research approach to investigate the experiences of brand communication planners and creative directors in South African advertising agencies was applied. Data was collected using semi structured interviews. Queer theory and brand resonance theory were used to analyse and theorise the emerging themes. From the findings, five key themes emerged. In theme one, it was determined that there are negative and positive connotations to gender and queer identity constructs from a brand advertising industry perspective. Theme two elucidates that the brand topic and brief are chiefly determined by clients, and while agencies can advise, it is ultimately the client who holds the power of decision. In theme three, the process and development of brand advertisements and the specific roles of brand communication planners (research) and creative directors (produce), are explored. Theme four details that the objective of the brief; either a brand narrative that tells a story or a pure product vii sell approach, which will determine the likelihood of queer identity inclusion in the advertisement produced. The last theme culminates in participants conceding that the role of advertising is influential in shaping culture and subcultures, and therefore, they have a social responsibility to represent and reflect marginalised communities, such as the queer community, but that this requires brand leaders acquiesce and commitment if it is to be realised. The findings were further explored in a workshop with one of South Africa’s leading fashion retailers to further gain insights from a client perspective. The workshop facilitated and ultimately revealed how the matter at hand was systemic. To resolve this ongoing complex matter, both agencies and clients need to develop better ways of working together to ensure meaningful inclusivity is achieved at the highest level. It was concluded that while participants understand that gender is fluid, the nuances of different queer identities are not extensively understood or represented in advertising and therefore they remain marginalised. As all segments of society should be able to see themselves reflected in the brands they support (resonance), agencies should advocate more forcefully for brand leaders to partner with them to create and action authentic queer community reflection in their brand productions. This could further help raise social awareness and contribute towards building a more just and inclusive society.