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Company: Viacom
    View Company Scorecard / Contact Company
Brand: MTVu
Ad Title: Hormones
Business Category: Media Outlets: Broadcasters-Publishers-Online-Games-Music
Media Outlets: Television
Country: United States
Region: North America
Agency: MTV in-house
Year: 2005
Target: Mainstream
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Theme(s)

GLBT Inclusion

Theme Breakdown

AdRespect Score: 
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A blue symbol for a man and a pink symbol for a woman are adjacent, and the word "hormones" suddenly appears between them.

A progression begins as the screen reads, "age 3." Blue and pink dots symbolizing each sex are shown mixed around on the white background.

By age 7, the girl dots and boy dots are segregated, symbolizing a seven year old's tendency to hang around those of the same gender.

At age 13, two dots of opposite genders are shown approaching each other hesitantly.

By age 19, the dots appear to be in a variety of pairs. There are heterosexual couples, as well as lesbian and gay couples.

This ad earns an "Equal" rating because it acknowledges the presence of homosexuality, and it regards each of the personified pairs of dots equally.

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