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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
http://www.back2stonewall.com/2013/03/james-franco-dropped-advertising-campaigns-gay-themed-films.html

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
http://www.huffingtonpost.com/2013/03/06/gay-themed-ads-mainstream-_n_2821745.html?ncid=edlinkusaolp00000003

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

     
What's Missing?

 

 

 

  • 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?
  •  

     

     

    There's a lot of information yet to be discovered.

    Few advertisers are yet at a point of being sophisticated enough about the market to begin worrying about anything other than medium-aged white men. Lesbians are widely left out of marketing plans, let alone sub-demographics such as people of color, youth, mature gays, couples, gay-parent families, and more. More needs to be learned about same-sex couples' influence on each others' buying habits. (Winning products get double the sales of a heterosexual household!)

    Only a few brands have yet taken their interest in the gay market international, even as indicators show much consistency in global gay culture.

    Finally, few companies make the bold move of creating a gay-targeted campaign that lives in mainstream media as well as gay-targeted media. Yet, while it may seem impractical, it is not unheard of.

    For more and more advertisers today, "gay" isn't lavender, pink or rainbow-colored -- it's green.

     

    Next- What About Print?

     


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