Colt 45
CK is a new acquaintance. A common friend introduced us when we attended a birthday party last year. My first impression was he is “flamboyant”, not only with clothes but also with his behavior. Being an aloof person as I am, I really did not interact with him. It is not that I do not like flamboyant gays, I just don’t know how to interact with them. With them, I would just content myself sitting in a corner, observe them, listen, and maybe join in the laughter if there is something to laugh at. From that first meeting, CK has become a regular visitor to our place, which of course is a welcome to us.
The last time CK visited us was during a birthday party of a housemate. We were sitting watching television when we saw the Colt 45 ad. I like it. I would even halt whatever I am doing just to watch it, and as a bonus, they would play another version. From the seat, CK exclaimed his protest. He was vehemently remonstrating how irresponsible the advertisers are. He said that they should not show such setting because it would build a stereotype or stereotyped a homosexual. I felt his concern but as a devil’s advocate, I told him my own personal view.
I see the ad differently. Although it could indeed be stereotypical insinuations of gay behavioral patterns or mannerisms, I could still see it as a positive campaign for the gay society. I told CK that it could be a drive to build awareness how society view gays, that how prejudicial people can be, and how Filipino males preserve the “macho mentality”. On the other hand, the ad is not that proactive. It should have presented something like how to ease or eliminate the stereotype. The ad should not have ended with the bottle hitting the “questionable” character suggesting that his behavior is unmanly.
CK did not oppose my own view. Perhaps he understood or just maybe the alcohol in his system did not help much in digesting what I have said, or he just want to avoid a confrontation with me. Perhaps a discussion could have ensued if there were other guests have viewed the advertisements with us. That could be a great exchange of ideas. Nevertheless, I feel the sentiment against the ad and I respect that.
I admire CK’s passion on what he believes. I may not an ardent advocate of gay’s rights but I still like to see everyone to belong in one society that is a collective of human beings and not by straights, gays, lesbians, bisexuals, trans genders, and other sexual labels people put themselves into. I may be a skeptic of the movement but I never debase the gay subculture by claiming myself a friend or a supporter but when get pissed-off by one member I could call him a faggot, a queer, a queen, and other insulting names.
Advertisements are excellent in providing mass information. With sensitive and responsible advertising, it could gradually change people’s behavior and perception of things and other people. Hopefully, advertisers could think out of means how to positively change attitude towards the mutual respect for all people and not to divide and stratify further the social structure. While media have their influence en masse, I guess as individuals, we could bring out our share on how to minimize if not eliminate the prejudice and discrimination we have on our fellow human being. Maybe, let us start by not calling others names.


















