Home - AdRespect Advertising Media Program
Adding image to dropdown list
paid advertisement

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.

All Columns | LGBT Advertising | LGBT Media | LGBT Sponsorship | Mainstream Advertising | Research

American Airlines Flies First Gay Print Ads
American Airlines Flies First Gay Print Ads

 Despite its well known presence in the GLBT marketplace, American Airlines has barely advertised in gay media over the years due to concentration on sponsorships. But now American has committed to its first major multimedia ad campaign.

Recalling when travel was considered glamorous, new print ads in The Advocate and online look like vintage, 50s-era illustrated posters, but with the twist of two carefree men stepping off the plane together. The tagline is "Fly forward" and was created by American's longtime ad agency, TM Advertising, of Dallas, and Washington, D.C.-based gay marketing firm Witeck-Combs Communications.

"There's a sameness to travel ads, the same faces and couples in stock photography, we thought we'd like to try something more imaginative," explains American Airlines spokesman Tim Kincaid. The illustrations intend to capture a "wanderlust and to show people traveling with someone they care about. It allowed us to invent our own space and time, and subtly remind people that we've been here a long time," meaning same-sex couples.

The ad also boasts American's perfect 100 score from the Human Rights Campaign's Corporate Equality Index, and references the aa.com/rainbow page, launched in Nov. 2006.

A version featuring two women is due early in 2008, an important addition the airline says. "The market is not all white males," Kincaid says, "Exclude women from 'LGBT' at your own peril!"

As part of its new commitment to advertising, American Airlines is the first airline to advertise on LOGO, the two-year-old gay cable channel from MTV Networks. "We watched them from launch," notes Kincaid. "What a terrific medium. But it was a matter of finding the right ads -- TV is new (for us in the gay marketplace) and a matter of budget."

In fact, spending for the airline in gay media is increasing modestly, with TV, online and print all at the same time, something few advertisers do yet in gay media.

American has not yet created dedicated ads for LOGO, as have some other advertisers such as Subaru of America, Levi Strauss & Co., and Key West, but American added a tag to one directing viewers to aa.com/rainbow. One spot it's running is considered gay vague by the airline, in which a man obsessively calls home and leaves messages for his dog via the answering machine's loudspeaker.

"We had a sense this might appeal to the gay and lesbian community, we're pretty fond of our animals," says openly gay Kincaid. "It would resonate with many in our tribe, and gay employees and customers have said they like that one."

Things have come a long way from when American Airlines' logo first appeared in a print ad for the gay cruise line RSVP in 1994 as a booking partner. The first paid advertising didn't come for another six years while it was a major sponsor of national and regional GLBT organizations.

Touting its effort to add leg room to planes as a distinguishing factor, American first tried banners on gay.com with unique drawings in 2000. In one, a guy asks another, "Enjoying my party?" The bitter reply, from the sour-faced guest: "It's a little cramped." The host says, "What??! Ya want more roooom?" Then it shows the two men on a plane with room to spare.

American's online campaign, as well as the added leg room, didn't last long. But last year, American began testing the advertising waters again by creating a print ad for the new gay section on its web site at aa.com/rainbow that appeared in the Human Rights Campaign Equality Magazine as part of its sponsorship, reaching nearly 400,000 HRC members. In the photorealistic ad, set on a plane, alongside the "no smoking" and "fasten seatbelt" indicator lights is a rainbow light.

"For the first ten years, advertising wasn't really necessary," says Kincaid. "We could invest our dollars in sponsorship and our logo would appear in their advertising -- it would be a 'two-fer.' But the cost of doing business in the marketplace is now higher -- other airlines are placing a lot of ads."

Indeed, heavy advertising has come from travel booking website Orbtiz, and some presence from rival Travelocity.

Southwest Airlines is the latest carrier to fly into the hot $65 billion gay travel market, and now runs dedicated gay ads featuring rainbow landing lines on a plane runway, and dedicated web page southwest.com/gaytravel. In recent years there have also been efforts from Jet Blue, Delta Air Lines, United Airlines, US Airways, Continental, and Hawaiian Airlines, as well as international carriers IcelandAir, Lufthansa, Swiss International Airlines, Air Canada, Qantas, KLM Royal Dutch, and Virgin Atlantic.

Outdoing everyone, including Qantas, Air New Zealand is taking gay marketing to a new level with its "Pink Flight" to Mardis Gras, featuring pink cocktails, drag queens and cabaret-like performances by the flight crew, gay-themed movies, along with a "Get-Onboard-Girlfriend!" bash at the departure gate. Its second annual effort will fly Feb. 26.


© 2001 - 2021 AdRespect Advertising Education Program. All rights reserved.
Other works which appear on this site are the property of their various owners and are used for educational purposes, with no commercial intent.
Legal Statement and Terms of Use
Designed & Powered by Videotex

paid advertisement