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Gay-Themed Ads Are Becoming More Mainstream
Posted by: Lowie Jim Palisoc
Thanks for your post. It will be a great help for increasing the credibility of my research. :) For showing my gratitude, I promised that I will cite you in my study. thanks a lot! God bless

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.

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Budweiser's Controversial Gay Ad

by Michael Wilke

Under pressure in a crowded beer market, Anheuser-Busch is rolling out a print ad with a gay couple for its Bud Light brand of Budweiser beer that is capturing early attention. The ad depicts two men holding hands and carries a variation of the general market slogan, "Be Yourself and Make It a Bud Light."

The advertisement is scheduled to run in June publications but appeared early in EXP Magazine, located in Anheuser-Busch's home city of St. Louis. The St. Louis Post-Dispatch featured an article about the effort and emails began bouncing around the Internet to enlist phone calls of praise to the brewer and counter negative ones.

The following email was distributed by Jerry Falwell in response to the Bud Lite ads:

"Since my communique yesterday, the Anheuser Busch Company has now instituted a toll-free number for people to call if they disapprove of a new Bud Light commercial featuring two homosexual men. The new toll-free number to call is: 1-888-227- 8783. One of my staff members called Anheuser Busch yesterday and told them that thousands of calls would be coming from concerned Americans and it appears the company quickly saw that they need an automated number to receive the volume of calls that have already come in. I just called the number before writing this special update and it took me three tries to get through, meaning that our fellow conservatives are on the ball! Let’s keep the heat on Anheuser Busch so that they understand that pro-family Americans are terribly concerned about homosexual images coming into our homes through reckless advertising campaigns. Call today and have your friends and family call as well! Pastors, this Sunday please encourage your congregations to call. It is important that we all take action since the gay-rights community is actively calling the pro-gay ad number."

It is not the first gay-specific advertising from Anheuser-Busch. The "Be Yourself" tagline has already run for over a year, with images such as a Bud Light bottle decked out in rainbow beads, sunglasses and a stovepipe hat. In early 1996, the company began running a campaign with the line, "Labels belong on beer, not people," in national gay magazines and has a presence ever since.

The ad is among few that depict a touching gay couple and it is the first one from Anheuser-Busch. Such imagery has impact because it remains rare in advertising.

The best known--but rarely seen--example of a gay couple in advertising made worldwide news when it hit TV in 1994, from Swedish furniture retailer Ikea. When "Ellen" came out of the closet in the spring of 1997, Olivia Cruises aired a TV spot on the program in a few cities, showing two women enjoying a boat cruise together.

But neither of those commercials showed displays of affection. Slowly, examples are appearing. In early 1995, former celebrity couple Bob and Rod Jackson-Paris did a dramatic smooch for Italian fashion brand Diesel. And in November 1997, American Express Co. introduced a print ad in gay media showing two women embracing on a beach for its American Express Financial Advisors product. For its American rollout, British-owned Virgin Cola briefly ran a series of controversial TV commercials that included a real gay couple being married on the beach in Santa Monica, Calif.

According to an annual study by Mulryan/Nash Advertising, New York, advertisers spent $120 million to reach gay buyers through print media in 1998, a 17 percent increase from 1997.

Over the last few years, numerous blue chip firms have reached out to the gay market, including America Online, Republic Industries' Alamo Rent A Car, Citibank, IBM Corp., General Motors Corp.'s Saturn, The Gap, Levi Strauss & Co., Chesebrough-Ponds' Mentadent, Merrill Lynch & Co., Samsung Electronics of America, Subaru of America, Johnson & Johnson, United Airlines and many more.

But alcohol brands have been in the gay market for much longer, creating a mature and competitive category. Perhaps the most consistent presence has been Seagram's Absolut vodka for over 17 years, but Miller Brewing Co. has also had an ad presence since 1987. After holding out, Coors Brewing Co. entered the gay marketing ad fray recently with an ad that touted its gay-friendly company policies. The move was meant to counter the continued controversy over political funding from the Coors family and inform the gay community about the brewer's efforts to become more gay-friendly.\n

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