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Question.
Is it offensive when someone says "that sucks dick" about something they don't like?
What if they simply say "that sucks?"
Equally offensive? Less offensive? Not offensive whatsoever?
I agree with Mikami. There is a distinct difference between referring to a specific group of semi oppressed people and referring to an act.
That depends on the 'who' you refer to, and of course the origins of the phrase.
Anyone using the phrase today uses gay because that is part of the phrase, those who originally coined the phrase may have been using it to describe something peculiarly humourous for all i know, or odd, or curious.
Unless you can identify the source of the phrase, its not going to be possible to do anything but be presumptuous about its original meaning. There is every plausible reason to believe that the phrase was NEVER used in context of homoseuality as 'gay' has more than one meaning.
It is however entirely reasonable to assume it was linked to homosexuality to begin with on the basis that the 'happy' definition of gay is uncommon nowadays.
Either way, my point stands, its not always origins that are important, its the popular culture.
This is indicative of the origins of the phrase and the negativity, assuming that the phrase DID evolve from the homosexuality definition and not the happy definition, in remaining would be self evident, however, it doesn't change the point i'm making about the phrase usage today. I don't know what the semantic terminology is, but the negative origin has changed over time, it is still derisive, but to a completely different end, i.e. its not a gay slur, its a phrase meaning stupid or wrong or unfair, descriptive of thoughts, objects and experiences.
My point is, that comparitively, there is bigger, and unquestionably offensive speech that should be the focus of tackling homophobia, these ads are just a bit fickle in the issue they are addressing.

It's extremely insidious, the verbal equivalent of nigger or kike. The use has an inherent meaning, that gay is equal to stupid and undesirable
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A 6 year old nowadays goes around school saying 'that's well gay'. He thinks it means that somethings stupid or wrong. When he gets abit older, starts to understand abit more about sexuality he realises that being gay is also same sex attraction.
He puts 2 + 2 together, and develops the negative connotations concerning sexuality. But thats ok, because everyone in his class say 'that's so gay' all the time too.
Meanwhile the kid who is actually gay and has to be forced to listen to this day in day out starts to feel a little suicidal. If you're not gay then you're really not going to think about the consequences of what you say.
As it turns out, years later them kids didn't have issues with gay people. But the gay kid never got that impression during school.
But guess what, if people didn't go around saying 'that's gay' in the first place, more people especially kids would grow up feeling much better about themselves when they realise that being gay is ok.
Mitchymo, not everybody has thick skin like you. There are too many people who are insulted by this. Just like there are too many people who associate the word gay to mean everything negative including homosexuality.
Fixed that for you.
And I've heard plenty of people use Gay (meaning homosexual) when they wanted to be derogatory.
ps. I'm curious how 'Sissy' counts for homosexual and 'Gay' doesn't.
BigBulgeLover85 said:as being lame or stupid
There is a difference between using words that are already derogatory and using words in a derogatory way when they weren't derogatory to begin with.
I don't understand how sissy would be more offensive than someone using gay in the manner in the ad. The only way sissy applies to homosexual is the fact that people base that insult off the stereotype.
So again, why does sissy apply in to being offensive to homosexuals but using gay (meaning stupid) not fall into that category? When gay actually means homosexual.
