Gay ads on mainstream


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Is society (and the market) read to receive gay ads on the mainstream?

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Gay ads on mainstream

  1. 1. CURRENT AFFAIRS GAY ADS ON MAINSTREAM Marcela Klein Martins English for Academic Porpuse
  2. 2. CURRENT AFFAIRS GAY ADS ON MAINSTREAM Marcela Klein Martins English for Academic Porpuse ”Those media disseminated via the largest distribution channels, which therefore represent what the majority of media consumers are likely to encounter. The term also denotes those media generally reflective of the prevailing currents of thought, influence, or activity.”
  3. 3. Outline  Opening  Story 1  Story 2  Issues  Pros  Cons  Solutions  Discussion  Summary  References
  4. 4. Story 1 • Gay imagery in mainstream advertising. • More common in the last two / three years. • 2 decades after IKEA launched a TV Ads featuring a gay couple shopping for a dining room table. The Ad was just run in NY and Washington. Was pulled after bomb threats to Ikea stores. HUFFINTON POST
  5. 5. Story 1 (cont.) LGBT Nation Pride March
  6. 6. Story 2  “Driving Sales: Car Companies Find Success Advertising to Gay Consumers and Supporting Groups That Work for Equality.”  Subaru had no intention of specifically targeting gay consumers through its advertising or promotions.  Doing a research to understand who was buying their cars, they discovered the gay niche. Questia
  7. 7. Issue Is society (and the market) read to receive gay ads on the mainstream?
  8. 8. Pros of Gays Ads on Mainstream  Reach a mass part of society that is far from the issue and could be prejudiced.  Gays feel more part of the mass culture.  Companies found a new niche of market, resulting in more sales.  New brand position – “I accept that. You could be my client.”
  9. 9. Cons of Gays Ads on Mainstream  The wrong message can be used, reinforcing the stereotype of “gay community”  Companies could lose clients due to this new positioning.  Different cultures could receive this message in different ways.
  10. 10. Solutions  Theme should be inserted slowly into markets.  Companies may launch target campaigns.  TV shows should debate this issue.
  11. 11. Discussion  "They're no longer just targeting gay and lesbian people. They're targeting people like my mom, who want to know that a company embraces and accepts their gay and lesbian family members, friends and neighbors," said Rich Ferraro, a spokesman for the media watchdog group the Gay and Lesbian Alliance Against Defamation (GLAAD). HUFFINTON POST
  12. 12. Discussion  How is gay issue debated in your country?  What do you feel when you see a gay campaign?  Do you think companies are concerned about the gays consumers?  Do you think companies will loose clients if they lauch a mainstream gay campaign?
  13. 13. Summary  Past (two decades): IKEA launched TV AD with gay couple and suffer retaliation.  Present (last 2 years): Master Card launched a Social Media campaign about acceptance of gay  Now: Amazon campaign with gay couple in a straight environment – part of day life.  Companies see the opportunity of a new market niche.  Some celebrities “pull” society to a new moment of understanding, acceptance and even “glamour”.
  14. 14. References HUFFINTON POST Questia LGBT Nation Pride March Life site News Mom Grid Jacob Z Flores NPR THANK YOU!