Alex Blaze

Context Doesn't Always Help

Filed By Alex Blaze | March 22, 2011 10:30 AM | comments

Filed in: Politics
Tags: alcohol, cachaca, homophobic behavior, LGBT

But you know how people always say that someone accused of homophobia, etc., was taken out of context? A lot of times the context doesn't always help. It's like how Dr. Laura complained that her n-word rant last year was taken out of context, when the full context was her berating a black woman who wanted help in dealing with her husband's family's racism. In context, it was worse.

With that in mind, copyranter showed this ad from an agency in Brazil (no information about whether it ever ran), and I thought that there was definitely a chance that it was making fun of parental homophobic paranoia instead of making a homophobic joke.

cachaca_film.jpg

But then I found the other ads in the series, and it's pretty clear what the message is (rest of the series after the jump).

cachaca_cake.jpg

cachaca_dog.jpg

So finding your son watching Brokeback Mountain with a friend is as bad as finding dog poop in your house or no one showing up to your birthday?

Context, as a concept, can be positive or negative. It can clarify or confuse. It should definitely be examined, but, contrary to what many people think, it doesn't always let people off the hook.


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There's a silver lining, I would argue: "If your son's gay, you need to drown your discomfort in strong drink!" is not nearly as bad as, "If your son's gay, you have to beat it out of him!!!"

I really need to stop being a literalist....

Your comment reminds me of a Will Ferrell -era SNL skit for "Homocil." It was one of those that could offend both ways, but the "because it's your problem -- not theirs" was refreshing at the time.

I think you're over-thinking this, Alex. I'm not sure the campaign is trying to say "having gay kids is the same as dog shit or no one showing up at your party," I think it's trying to say (duh, read the slug): "If you gotta be strong, we gotta be strong." These are all situations which require a "chin-up" attitude. Having a gay son requires even the most accepting, loving, wonderful, affirming parents in the world to show strength. My mother has been absolutely wonderful and marvelous, and was so from the beginning... but *any* parent worth their salt would be concerned, knowing what the ramifications of being gay can mean for a teenager. Teasing, bullying, discrimination... if you found out your kid had that in his future... wouldn't you need a cocktail, too?

Hm, I don't think the kind of strength they're talking about is the same kind of strength needed to be open and accepting of your child.

And I've also been through that and don't see all that much difference between "OMG my kid is going to face discrimination that's terrible" and "OMG my kid's a fag." The former sounds nicer, but from my experience it's just a cover for the latter.

Well, it could be worse ... in the first blueprint, the little black square could be on top of the little green square ...

Now AJ, that'd be a very different kind of ad.

Well, it's sure not an ikea ad...

i looked at this in a different way. as the son being nervous about watching brokeback mountain with his "buddy" (aka crush) and needing liquid courage to make a move.

I like that explanation: our booze will help your son get laid.