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Is Coke gay friendly or not?
Posted by: Mike Wilke
Coca-Cola earned a perfect 100 from the Human Rights Campaign in the US and just debuted a commercial in the UK featuring a gay wedding. But it cut the wedding scene for the commercial in Ireland and has chosen to sponsor the winter Olympics in Russia, which is coming under heavy fire for its new anti-gay law and indifference to homophobic violence.

James Franco Dropped By Advertising Campaigns Over His Gay Themed Films

Posted by: Adam Stazer

In a red carpet interview last week at SXSW, James Franco suggested that he has been dropped from three advertising campaigns due to his involvement in two gay-oriented films he put out at Sundance, and not due to his image as the companies reported. He produced Kink and co-directed and starred in a forthcoming Travis Matthews film, Interior.Leather Bar. Franco suggested that this exemplifies the homophobia that still exists in American media. As many advertisers have already begun to notice, gays and lesbians will only continue to become an increasingly visible part of American society. While the exact reason for Franco having been dropped from these campaigns is unclear at this time, the depiction of raw gay sexuality as portrayed in these films was no doubt part of the conversation. Other explicit films depicting heterosexual sex rarely if ever raise an eyebrow among the public, and neither should these.

Gay-Themed Ads Are Becoming More Mainstream

Posted by: Danielle

Above is an article posted by the Huffington Post regarding the new Kindle ad that features a gay couple. I've been delighted to see this Kindle commercial running fairly often. What Kindle did really well in this ad was incorporate a gay couple into a story line that didn't center around their orientation. They essentially normalized this couple and more importantly they weren't necessarily the punchline. This is the best type of integration for LGBT couples in advertisements because it doesn't play off their perceived differences as a joke. Eventually more same-sex couples will seamlessly be incorporated into advertising, and it’s novelty will wear off with every ad (which the article refers to a bit as ‘going mainstream’), but that’s simply the process of normalization which I think should be the ultimate goal.

Commercial Closet Resources

Are Lesbians Distinct From Gay Men?




  • Overview
  • How Many People Are GLBT?
  • Are Lesbians Distinct From Gay Men?
  • A Few Words About the B's and T's
  • How Much Do Gays Earn?
  • Where Do Gays Live? How Many Households Are There?
  • Media Usage, Purchasing Decisions, and the Value of Gay Marriage
  • Annual Gay Events Attract Hundreds of Thousands
  • What About A Backlash Against Gay Marketers?
  • What's Missing?
  • What About Print?


    Research often lumps lesbians in with gay men, without offering breakout information. Lesbians certainly have different demographics and buying habits than gay men, though little is known due to a dearth of strong breakout marketing data.

    If gay men have the attention of marketers by benefiting from stereotypes about them (they earn more money than the general population, have expensive tastes, enjoy fashion, theater, home decorating, dance music, art, design, gourmet goods, etc. -- many important ad categories), then lesbians suffer from the stereotypes about them: they don't like fashion, makeup, or shopping in general because they are political-minded feminists who don't subscribe to consumerism. And the truth is, women in general earn less than men.

    Further, gay women can be difficult to target if an advertiser wants to. Dedicated lesbian publications suffer from low circulation, while mixed audience publications don't attract substantial numbers of women, just about 25% for The Advocate. There are also far fewer lesbian businesses and places where they specifically congregate, though the Dinah Shore Golf Tournament is considered the largest lesbian event, despite its general audience.

    Gay women also have children more often than gay men (roughly a third, compared to a fifth for male couples), lowering their disposable incomes.

    Marketers should consider gay women separately from gay men, and be certain to include sizable numbers of both for meaningful breakout information. Subaru is a pioneer in reaching out to gay women, starting in 1995. Olivia Cruises is a highly successful lesbian-owned vacation operator that has also done well targeting gay women exclusively. 


    Next- A Few Words About the B's and T's


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