A good basic selling idea involvement and relevancy of course are as important as ever but in the advertising din of today unless you make yourself noticed and believed you ain't got nothin'.
Because society places a value on masculinity gay men aspire to it. If you go to a gay club and the doorman says 'You do realise this is a gay club don't you lads?' you get all excited because you think 'Wow he thought I was straight!'
