You may have noticed a series of really, really big newspaper ads lately from the really, really right-wing lobby group Focus on the Family.
They’re opposing same-sex marriage. But they aren’t dumb about it. This ad smacks of a lot of careful focus testing. The language is tweaked to avoid the kind of overt homophobia that they save for their lobbying efforts and — here’s the rub — membership fundraisers.
Like the newsletter where they talk about a homosexual “master plan”. Or briefing papers linking same-sex parenting to increased risk of abuse. The red meat gets sent to the donors; the public gets the pablum.
Toronto’s NOW Magazine (no relation to my fine friends and employers at NOW Communications) has deconstructed the ad very nicely.
