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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


Alternate Channels: The Uncensored Story of Gay and Lesbian Images on Radio and Television, 1930s to the Present

Steven Capsuto, Ballantine Books; 1st. edition (2000)

In this combination of media and gay studies, the authors trace the various ways that the gay and lesbian experience was portrayed on American television from the '50s through the '90s. The authors examine key character portrayals, situations, and moments in news, comedy, and drama, and show how television not only reflected change but helped bring it about.

Business, Not Politics: The Making of the Gay Market

Katherine Sender, Columbia University Press, 2004

In a hard-hitting book that refutes conventional wisdom, Katherine Sender explores the connection between the business of marketing to gay consumers and the politics of gay rights and identity.

Cracking the Corporate Closet: The 200 Best And Worst Companies to Work for, Buy from, and Invest

Dan Baker, Sean Strub, Bill Henning and National Gay and Lesbian Task Force. HarperBusiness; 1st ed, 1995

In association with the National Gay and Lesbian Task Force, the authors have surveyed over 200 top U.S. corporations regarding their policies toward gays and lesbians to examine how these corporations deal with sexual orientation and antidiscrimination efforts, whether they offer domestic partnership benefits, and whether they took the gay/lesbian community seriously enough to market services/goods to them directly. The authors indicate which companies merit an "authors' choice" designation for being truly gay/lesbian-friendly and also list companies that declined to participate or simply didn't respond. Some results are not surprising; computer and software companies like Apple and Lotus received high ratings, while more conservative companies like Ford and Chrysler did not. Much of this terrain has been covered previously in Ed Mickens's 100 Best Companies for Gay Men and Lesbians (LJ 6/15/94), but the current work backs up its claims with more factual evidence. Recommended for all larger nonfiction collections in public libraries and all gay/ lesbian collections.

Gay & Lesbian Atlas

Gary J. Gates and Jason Ost, Urban Institute Press, 2004

While the words "we are everywhere" can be frequently heard at gay and lesbian political events, The Gay and Lesbian Atlas provides the first empirical confirmation of this rallying cry. Drawing on the most recent data from the U.S. Census, this groundbreaking work offers a detailed geographic and demographic portrait of gay and lesbian families in all 50 states plus the top 25 U.S. metropolitan areas. These results, presented in more than 250 full-color maps and charts, will both confirm and challenge anecdotal information about the spatial distribution and demographic characteristics of this community. It is probably no surprise that San Francisco, Key West, and western Massachusetts all host large gay and lesbian populations, but it might surprise some that Houston, Texas, contains one of the ten "gayest" neighborhoods in the country, or that Alaska and New Mexico have high concentrations of gay and lesbian couples in their senior populations. The Atlas is a unique and important resource for the political and public policy communities, public health officials, social scientists, and anyone interested in gay and lesbian issues.

Gays, Lesbians, and Consumer Behavior: Theory, Practice, and Research Issues in Marketing

Daniel L. Wardlow, Routledge; 1st edition, 1996

Since the organization of consumer behavior as an integrated field of studies during the 1970s, marketing scholars have pursued lines of inquiry into differences in consumption behaviors across cultural and sub-cultural boundaries.

Homo economics: Capitalism, Community, and Lesbian and Gay Life

Amy Gluckman and Betsy Reed, eds. Routledge, 1997

Homo Economics is the first honest account of the tense relationship between gay people and the economy. This groundbreaking collection brings together a variety of voices from the worlds of journalism, activism, academia, the arts, and public policy to address issues including the recent economic history of the gay community, the community's response to its changing economic circumstances, and the risks inherent in a narrow definition of liberation.

For the first time in U.S. history, gay men and lesbians live open lives. From nightclubs in gay city districts to political rallies and Caribbean cruises, this new community continues to reveal itself throughout the nation. However, with this growth, there are also signs of fracturing as economic forces key to its development are now threatening its future.

Homo Economics illustrates the ways in which modern capitalism has eroded the rigid sexual division of labor that deterred gay couples from setting up households in the past. But the book also shows how this economic system has created divisions within the gay community, channelled lesbians and gay men into particular professions, and discriminated against them in the workplace.

After a century of neglect, we have now reached the point where suddenly gay consumers are being courted by corporations, gay money is fueling political campaigns, and gay and lesbian neighborhoods are expanding. The essays in Homo Economics warn us however, that contrary to popular stereotypes, only a narrow segment of the gay community is enjoying economic success and the majority of gay men and lesbians actuallyearn less than straight men and women.

Homo Economics brings together contributors including Jeffrey Escoffier, Donna Minkowitz, Tony Kushner, Julie Matthaei, Dorothy Allison, Sean Strub, Dan Baker and Lee Badgett among others, to address the views of the gay community towards capitalism. As such, Amy Gluckman and Betsy Reed have given us the most comprehensive overview to date of this urgent and highly controversial subject.

Looking Queer: Body Image and Identity in Lesbian, Bisexual, Gay and Transgender Communities

Dawn Atkins, Haworth Press, 1998

Looking Queer contains research, first-hand accounts, poetry, theory, and journalistic essays that address and outline the special needs of sexual minorities when dealing with eating disorders and appearance obsession. More than 60 contributors provide their knowledge and personal experiences in dealing with body image issues exclusive to gay and transgender communities. Written by both men and women, the topics and research in Looking Queer offer insight into the lives of people you can relate to, enabling you to learn from their experiences so you, too, can find joy and happiness in accepting your body.

Money, Myths, and Change: The Economic Lives of Lesbians and Gay Men

M.V. Lee Badgett, University of Chicago Press, 2001

The common stereotype that lesbians and gay men are more affluent than heterosexuals is only one of many misconceptions that M. V. Lee Badgett debunks in this comprehensive work. Studying the ends and means of gay life from an economic perspective, she paints a more accurate picture than ever before of gay and lesbian standards of living, financial and family decisions, and professional lives, analyzing along the way the crucial issues that affect the livelihood of gay men and lesbians: workplace discrimination, denial of health care benefits to partners and children, the corporate wooing of gay consumer dollars, and the use of gay economic clout to inspire social and political change.

Profit and Pleasure: Sexual Identities in Late Capitalism

Rosemary Hennessy, Routledge; 1st edition (2000)

"Profit and Pleasure" is a groundbreaking attempt to understand the relationship between capitalism and sexual identity. Rosemary Hennessy boldly reorients queer theory away from its preoccupation with psychoanalysis, language, and performance, instead insisting upon close analysis of the structures of late capitalism, labor, and commodification. She argues that sexual identity has always been linked to gender, race, and nationality, but these identities themselves arise from capitalism. As globalization transforms capitalism, it also transforms sexual identity, opening up both new forms of commodification and new opportunities for agency. On the one hand, middle-class gays and lesbians are enjoying unprecedented visibility, but on the other, society still relies on the gendered division of labor that renders certain subjects unequal. Drawing on an international range of examples, from Che Guevarra to "The Crying Game," "Profit and Pleasure" leads the discussion of sexuality to a consideration of material reality and the substance of men and women's everyday lives.

Selling Out: The Gay and Lesbian Movement Goes to Market

Alexandra Chasin, Palgrave Macmillan; Reprint edition (2001)

In the 1990s, a new niche market emerged in the United States: gay and lesbian consumers were targeted by both mainstream and gay and lesbian producers. Selling Out asks: What is the relationship between this niche market and the social movement that works for gay and lesbian rights? Locating the niche market and social movement in the context of the rise of consumer culture and pictorial advertising and the rise of identity-based social movements over the course of the 20th century, Alexandra Chasin examines specific sites of intersection between them: the gay and lesbian press, advertising, boycotting, and the mechanisms of funding the movement.

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