Semiotic analysis of the 2013 Flora Advertisement (Visual Communication Paper)

 

Photo Credits to their respectful owners

In September 2013, Unilever which owns Flora was accused of homophobia due to an advertisement, which was deemed as controversial, and was criticized by multiple gay-rights groups. The commercial, made by an agency in Johannesburg, features what seems to be a bullet with the words: "Uhh dad I'm gay," going towards a heart made of ceramic China. In addition, it includes the tagline: "You need a strong heart today," near the Flora logo against a pink background. As a result of outlash, the company hastily withdrew the ad and distanced itself from it by claiming that "This advert was prepared by an external agency in South Africa and was not approved by anyone at Unilever”, (Smith, 2020).

            From a general observation, this advertisement suggests a bullet-like shaped text of someone telling their father that they are gay; this signifies a direct statement of coming out, where a child is revealing their sexual orientation to their father.

            A bullet is naturally associated with the connotations of aggression and protentional destruction, which can be interpreted in this advertisement as a potential consequence of coming out; by evoking this image it acknowledges the reality that not all coming out experiences result in acceptance and support from family members. Moreover, it stems into a broader societal notion and stigma attributed to LGBT+ individuals, which underscores their rights and fuels prejudices that contribute to the experience of rejection when coming out to their loved one.

            Furthermore, the choice of using the word “Dad” inside the bullet instead of another loved one aligns with traditional roles which suggest lingering behaviors that can be contributed to toxic masculinity. Such mention sheds a light on the structure of father-son relationships and the heteronormativity of that men have to conform to; Coming out as gay to a father can challenge these heteronormative ideals and disrupt traditional father-son dynamics. For many fathers, the revelation that their son is gay may conflict with their preconceived notions of masculinity and fatherhood which can lead confusion, shock, disappointment, and even anger.

            Alongside the bullet shaped text, A decorative heart-shaped China is placed against a soft pink backdrop, resembling the anatomical representation of a heart.

In my opinion, the heart made of China denotes fragility and delicacy. It represents the emotional state of the father, suggesting that his reaction to the news will be sensitive and potentially easily damaged. The juxtaposition of the fragile heart and the threatening bullet invites viewers to reflect on the contrast between the aggression of the bullet and delicacy of the heart; it implies that the disclosure of his son's sexual orientation has the potential to disrupt the stability of their relationship and his own emotional well-being. This ordeal reflects a certain devastation expected of this wave of shock that hits the “Father” of even questioning sexuality.

Another depth in the details of the advertisement can be noticed on the ceramic and the soft pink colored background, which could leave an impression of tipping the scales of masculinity and femineity; typically, China sets embody a certain delicacy in its appearance and smooth contours as China sets often are associated with refinement, elegance, and sophistication, qualities traditionally attributed to femininity. In addition, the soft pink backdrop serves as a complementary element to the China heart, further enhancing the femininity of the scene. These elements could allude to a conflict between the masculinity being overwhelmed by the feminine elements that is generally stereotyped with gayness. Which again goes back to the concept of masculinity and how fearful men can get to the possibility of losing it; the image Men who feel compelled to maintain their masculinity at all costs may suppress emotions, avoid vulnerability, and prioritize aggression or dominance over empathy and connection. Moreover, the ad could be possibility suggesting that femineity is colonizing the sphere of this masculinity over the father-son relationship as the scales tip over.

In the bottom right of the advertisement next to the Flora logo a tagline appears with the text, “You need a strong heart today.” 

One of the reasons this advertisement suggests a bias towards homophobic norms is the implication that "a strong heart" is needed to confront the disclosure of one's sexual orientation. It reinforces a negative stereotypes and prejudices surrounding LGBTQ+ identities, and it suggests that being LGBTQ+ is inherently problematic or burdensome, contributing to feelings of shame or self-doubt among individuals grappling with their sexual orientation. The phrase can subtly endorse heteronormative ideals by framing the idea that heterosexuality is the normative and expected orientation, while LGBTQ+ identities are deviations that are inherently different or abnormal, contributing to feelings of otherness and exclusion within society.

The 2013 Flora advertisement provokes accusations of homophobia due to the underlying context that is saturated all over the image to the audience; Ultimately, the ad underscored the ongoing need for empathy, understanding, and acceptance within society towards marginalized communities like the LGBTQ+ population. In contrast, the ad subtly gives us a lens of the attitudes surrounding the topic of homosexuality as it was more debated among society back in 2010s.

Bibliography:

Smith, D. (2020, July 1). Unilever apologises for “homophobic” Flora advert in South Africa. The Guardian. https://www.theguardian.com/world/2013/sep/03/unilever-apologises-flora-advert-south-africa