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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

Academic Resources

Lesbians: The Neglected Niche

Laurie Marie Phillips, M.A., The University of Texas at Austin, 2005

Marketers commonly refer to lesbians and gay men as the ìdream marketî for the fact that advertisers believe that the group is a quite affluent, largely untapped market. Yet, the numbers of which this misconception is based on are flawed and demand to be reevaluated. More importantly however, distinct niches exist within this "dream market," specifically the two distinct groups of lesbians and gay men. Although commonly lumped together, marketers tend to target gay men rather than lesbians. It is therefore essential to uncover why lesbians are being ignored as a key niche within this target market, as there is a general lack of representation of and targeting to lesbians. The major reason for the lack of advertising both featuring and targeting lesbians is directly related to heterosexism, homophobia, and patriarchy. It is assumed that mainstream advertising to lesbians will potentially offend the heterosexual majority of the U.S., and thus many companies feel that it is too risky to undergo. With a deeper examination of the demographic and psychographic information that is currently available, however, it becomes apparent that lesbians and gay men do not tend to live the same lives. Furthermore, feminism and traditional marketing techniques under Capitalism are in direct opposition with one another, and this hostility continues to make marketers weary about targeting lesbians. This report will explore these conflicts and present the current state of the media with regards to lesbians, both in lesbian and gay media and in mainstream media. There has been much advancement within the last decade, yet there is ample room for growth.

Michael Sam Picks Up Visa as First Endorsement Deal

Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes

Sonya A. Grier, Anne M. Brumbaugh and Jennifer L. Aaker; Journal of Consumer Psychology, 9 (3), 127-140; 2000

This research examines the effect of target marketing on members of the advertiser's intended audience as well as members not in the target market: the nontarget market. The results of 3 experiments show that unfavorable nontarget market effects are stronger for members of nondistinctive groups (e.g., Caucasian individuals, heterosexual individuals) and favorable target market effects are stronger for memebers of distinctive groups (e.g., African American individuals, homosexual individuals). The results of Experiment 2 demonstrate that the psychological processes by which target and nontarget market effects occur differ by viewer group: Felt similiarity with sources in an advertisement drives target market effects for nondistinctive viewers. Finally, Experiment 3 shows that these consumer feelings of similarity or targetedness are associated with underlying processes of identification and internalization. Theoretical implications regarding the impact of distinctiveness theory in consumer persuasion effects and potential social effects of target marketing are discussed.

Summary of 1999 ABI/Inform Findings for Gay Marketing

Zach Waymer, Term paper for Marketing 750: Consumer Behavior, Spring Quarter 1999, Ohio State University

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