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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.

Commercial Closet Resources

Scholarly Journals

Appearance and self-presentation research in gay consumer cultures: Issues and impact

Rudd, Nancy A. Journal of Homosexuality. New York:1996. Vol. 31, Iss. 1-2, p. 109 (6 pp.)

Rudd examines the impact of appearance and self-presentation among gay consumers, discusses issues relating to conducting gay consumer research, discusses implications for marketing strategies and suggests recommendations for further research on specific aspects of appearance management as they may affect marketing to gay consumers.

Brokering Brokeback: Jokes, Backlashes, and Other Anxieties

B Ruby Rich. Film Quarterly. Berkeley:Spring 2007. Vol. 60, Iss. 3, p. 44-48 (5 pp.)

This essay explores the reception of Brokeback Mountain by film critics, gay viewers, female audiences, television shows, and the blogosphere. By tracing the path of controversies, jokes, and anxieties, this essay argues that hysteria came into play to mask homophobia while, in the gay community, debates etched the limits of contemporary identity politics.

Building a niche from scratch

Jill Schachner Chanen. ABA Journal. Chicago:Oct 2001. Vol. 87, p. 36-40 (5 pp.)

No idea for a specialty is too unusual if it's researched, planned and implemented the right way, and Bryan Schwartz learned that lesson when he created a niche law practice representing gay and lesbian entrepreneurs. Schwartz's experience and the experience of others who created niche law practices are discussed.

Burning love: Big tobacco takes aim at LGBT youths

Harriet A Washington. American Journal of Public Health. Washington:Jul 2002. Vol. 92, Iss. 7, p. 1086-95 (10 pp.)

This essay explores the reception of Brokeback Mountain by film critics, gay viewers, female audiences, television shows, and the blogosphere. By tracing the path of controversies, jokes, and anxieties, this essay argues that hysteria came into play to mask homophobia while, in the gay community, debates etched the limits of contemporary identity politics.

Buy this diagnosis! HIV Marketing Folklore

Young, Ian. The Gay & Lesbian Review Worldwide. Boston:Jan/Feb 2003. Vol. 10, Iss. 1, p. 17

More than two decades after the first cases of AIDS were identified, what began as a puzzling syndrome without a name has grown into a world-wide, multibillion dollar industry. Drug manufacturers, researchers, physicians, clinicians, social workers, lab assistants, grief counselors, hospice managers, safe-sex educators, insurance agents, accessories manufacturers, pharmacists, publishers, social service administrators, record clerks, and red ribbon snippers all have a stake in the future of AIDS. In Scotland, it was ascertained that the country has seven AIDS workers for every person with AIDS! More money per patient is spent on AIDS than on any other disease in history. A large proportion of this outlay involves AIDS education, "safer sex" messages, and other AIDS-related advertising. Companies selling AIDS-related wares are the largest advertisers in the gay media today (replacing the manufacturers of nitrite inhalants, whose ads dominated the gay media in the 1970's and early 80's). Pharmaceuticals, clinics, insurance buyouts, home testing kits, fundraising walkathons, and kitschy AIDS jewelry are all advertised widely in mass-market magazines for gay men.

Coded Desire in 1920's Advertising

Boyce, David B.. The Gay & Lesbian Review Worldwide. Boston:Jan 31, 2000. Vol. 7, Iss. 1, p. 26

CONSIDER the following print ad illustration, widely reproduced in mainstream American magazines in the 1920's: At an indeterminate evening hour, two handsome young men, elegantly dressed in tuxedos and top hats, lean close to each other as one lights the other's cigarette. Both men show a hint of a smile as they gaze into each other's eyes. The caption reads: "I can tell that taste in the dark." The taste in question is presumably that of the tobacco that's being advertised, in this case Chesterfield cigarettes. This 1926 print ad, produced for Liggett & Myers Tobacco Company, reflects the social mores of the era. It was a time in advertising when women were seldom shown smoking, while images of male camaraderie and even homo-sociability were commonplace.

Courtship in the personals: How relationship goals affect signaling patterns

Furtado, Lucia. Proquest Dissertations And Theses 2000. Section 0228, Part 0700 103 pages; [M.A. dissertation].Canada: Concordia University (Canada); 2000. Publication Number: AAT MQ54285

The following study utilized a content-analysis of 407 personal advertisements by gay men to distinguish between signals used in search of long term versus purely sexual relationships of gay men in the personals. The data were obtained from four randomly selected issues of the gay magazine Unzipped. A comparison was made to a study conducted 20 years ago by Laner and Kamel (1978). The results indicate that in 1998 gay men were more interested in a long term/intimate relationship as opposed to a purely sexual one. Whereas in 1978 the reverse was true, gay men were more interested in sexual relationships. I then examined the contemporary personals in more detail to determine whether relationship goals had an impact on the signaling patterns. In this study signaling patterns are reflected in the descriptive words used by the men placing the ads. In spite of the fact that the relationships found to be significant were weak, they suggest that in comparison to 1978, contemporary gay men desire a long term versus a purely sexual relationship. In addition, the results of this study suggest to some extent that relationship goal influences signaling patterns. (Abstract shortened by UMI.)

Defining the lesbian/gay community? Market research and the lesbian/gay press

Fred Fejes, Ron Lennon. Journal of Homosexuality. New York:2000. Vol. 39, Iss. 1, p. 25-42

The development of marketing information on the readership of the lesbian/gay press attests to the press's success as a medium and its attraction to advertisers. Yet such marketing data, highly skewed towards affluent, urban, white-anglo gay males, raise some serious problems. Such data has been misused by opponents of lesbian/gay rights as representing the entire lesbian/gay community.

Disposition of possessions among families of people living with AIDS

Steven M. Kates, Psychology and Marketing, Volume 18, Issue 4 , Pages 365 - 387, Published Online: 2 Mar 2001

The consumer-research field has not yet explored the consumption dynamics of gay and lesbian chosen families. Also, there is currently a lack of work on death, dying, and disposition of possessions. The purpose of this article is to report the findings of a study of recipients' meanings of possessions in a very specialized context: dying of and death from AIDS. Three broad conceptual categories or themes emerged that fully described the meanings of dispositions and problems experienced among the chosen family: possessions and remembrance, inclusions and exclusions through disposition, and the means and meanings of final disposition. Overall, these consumers are trying to consume in prosocial manners and in doing so, negotiate the family unit and encounter difficulty through lack of social and legal recognition of their family bonds. Given that the time horizon of the relationship trajectory had been drastically curtailed, informants appeared to enter an entirely different paradigm of gift giving and receipt. This paradigm may well be one of agapic love in which gifts are given in the spirit of expressing altruistic, unselfish regard for family members and so negotiate reworked ideal of family. In this context, the agapic paradigm appears to stress the creative agency of the individual as opposed to the structuring effects of preexisting norms and conditions surrounding gift giving.

Expanding the comfort Zone by Reflecting Diversity in Television Programming

Tracy L. Tuten, Journal of Research for Consumers, Issue 11, 2006

From a social perspective, the inclusion of gay characters and gay-themed programming in network offerings serves to broaden the marketability of the networks while also acclimating mainstream America into accepting the gay/lesbian sexual orientation as an acceptable lifestyle.  At the same time, television networks may be walking a fine line between welcoming gay and lesbian viewers with programming developed for them while maintaining comfort in and commitment from their traditional audiences. Using Rusbult’s Investment model as a theoretical base, this study compared the attitudes of heterosexual viewers with those of gay/lesbian viewers towards a popular prime time network series featuring gay characters.  Sexual orientation was relevant for understanding differences in viewer attitudes, but viewer satisfaction, entertainment alternative quality, and investment size were predictive of program commitment regardless of sexual orientation.

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