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WATCH: Ikea Ad Outrages Trans Community In Thailand

Ikea was one of the first mainstream retailers to include positive LGBT representations in its advertising. So it’s disappointing the company chose to mock the trans community in a recent ad that aired in Thailand.

An ad tagged “Forget to Deceive” aired in late December and January and depicts a young woman so surprised by a bargain that she speaks in a deep male voice (the suggestion being that she’s trans or in drag). The woman’s male companion looks aghast and runs away, as she is left to schlep a heavy box of flat-packed furniture.

The Thai Transgender Alliance sent an open letter to the Swedish retailer, complaining that “the transgender content of the advertisement is negative and stereotypical in nature, perpetuating misunderstanding transgenderism as human sexuality for ‘deceitful and deviant lifestyle.’”

h.t.: Gay Star News

 

By:           Dan Avery
On:           Jan 22, 2013
Tagged: , , , ,

  • 3 Comments
    • vklortho
      vklortho

      This sort of commercial pisses me off, but sadly it’s become expected. A very cynical part of me thinks they did this intentionally knowing how shitty this commercial is to stir up controversy to help promote their product.

      Jan 23, 2013 at 12:20 am · @ReplyReply to this comment ·
    • sweetbrandigirl2004
      sweetbrandigirl2004

      I’m sorry but I don’t see what the fuss is about.

      ” The Thai Transgender Alliance sent an open letter to the Swedish retailer, complaining that “the transgender content of the advertisement is negative and stereotypical in nature, perpetuating misunderstanding transgenderism as human sexuality for ‘deceitful and deviant lifestyle.”

      I didn’t see any negative or stereotypical content nor did I see the ad as perpetuating the transgender lifestyle as deceitful or deviant. I’m really getting sick of this crap everytime someone does anything it upsets the delicate sensibilities of the Trans Mafia and they yell fire. Also “Transgenderism” really ? That isn’t even a real word go to webster check it out.

      Jan 23, 2013 at 9:35 am · @ReplyReply to this comment ·
    • Thedrdonna
      Thedrdonna

      @sweetbrandigirl2004: Actually, it is a big deal. Trans folks have been pervasively depicted in the media as “deceptive”, as an ongoing issue. Trans folks who transition late are criticized for forming a family when they “knew” they were transgender, and trans folk who pass as their affirmed gender are portrayed as deceiving people into thinking they are “actually” that gender, as in the ad. Both are ways of cheapening and invalidating trans identities, which is why a major worldwide retailer perpetuating it is offensive.

      Oh, and by the way: http://i.word.com/imedical/transgender

      Down at the bottom, the noun form.

      Jan 23, 2013 at 11:43 am · @ReplyReply to this comment ·

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