This paper explores capitalism’s role in the formation of gay identity and how gay identity is portrayed via advertising. Looking at the history of “normal” through the lens of advertising, I show how heteronormative ideals, Americanization, and the promise of “equality” are perpetuated through homonormative imagery in advertising. This paper also explores how I and other artistsuse humor and collage to deconstruct and make fun of the norms we, as
Americans, have come to accept. This paper is humorous, coded in faggotry, and very much a personal exploration. I also talk about masturbation, so I hope my
mom doesn’t read this.