Gavin Yamey. British Medical Journal. (International Edition ). London:Aug 2, 2003. Vol. 327, Iss. 7409, p. 296

Philip Morris's tactic of "closeted" gay marketing continues to this day. This year's San Francisco gay pride celebrations in June were commemorated with a magazine called Pride03. It carried a full page advert for Altria, Philip Morris's new name (the Malone Research Group says that the company changed its name "to hide the taint of tobacco"-see www.altriameanstobacco.com).

John J Burnett. Journal of Advertising Research. New York:Jan/Apr 2000. Vol. 40, Iss. 1/2, p. 75-84 (10 pp.)

The gay and lesbian community is emerging as a target market of great potential. Still, very little is known about this consumer group - especially in a business context. This study surveyed a sample of homosexual consumers and compared them to a heterosexual sample. The findings indicate that the homosexual group differs in respect to media usage and attitudes toward advertising. Specifically, the homosexual consumer reads different newspapers and magazines, watches different television shows, listens to different radio programs, and is more likely to use catalogs and online resources. This group also holds a more negative attitude toward advertising. Differences between male and female homosexual consumers are noted. The implications for advertising practitioners are discussed.

Anonymous. About Women & Marketing. Boston:Aug 1998. Vol. 11, Iss. 8, p. 7 (2 pp.)

Reichert, Tom. Journal of Current Issues & Research in Advertising, Fall2001, Vol. 23 Issue 2, p9, 14p,

Interpretations of three ads containing "lesbian chic" images were evaluated in this formative investigation. Overall, findings from focus groups revealed that males interpreted the homoerotic relationships as primarily sexual compared with females who provided more complex interpretations, including friendship, behavior to attract male attention, and sexual relationship. In addition, the imagery in each ad evoked different interpretations, which suggests that responses to "lesbian chic" images are not as straight forward as the term implies, These findings, their implications, and directions for future research are discussed.

Steven M Kates. Journal of Advertising. Provo:Spring 1999. Vol. 28, Iss. 1, p. 25-37 (12 pp.)

A study introduces queer theory and queer deconstruction to the advertising literature. First, the author briefly outlines the theoretical and political concerns of queer theory - an emerging branch of radical thought from the humanities. Then he interprets an ad exemplar from an Australian gay newspaper by both a traditional structuralist approach and a queer deconstruction approach. The author argues that queer theory and queer deconstruction are potentially powerful sources of ad critiques and productive perspectives for more perceptive marketing practices, for they generate meanings associated with the "panoply of otherness" and expose the ways in which heteronormative discourse informs various representations of gay men in advertising.

Howard L Hughes. Journal of Vacation Marketing. London:Mar 2003. Vol. 9, Iss. 2, p. 152-163 (12 pp.)

The scope for exploiting the tourism potential of cities is, in marketing terms, limited to promotion, image-generation and product-positioning. Marketers identify the strengths of the city and target particular market segments. In this paper, the case of Manchester (UK) and its marketing campaign targeted at the gay men's market holiday choices are discussed prior to a description of the marketing campaign. The paper explores the likely impact of this campaign upon the significance of the 'gay space' of Manchester. It concludes that whilst the gay tourism market is a particularly apt one for Manchester to target there are implications for the life of gay residents which are undesirable.

Michael B McKee, Joseph F Picciano, Roger A Roffman, Fred Swanson, Seth C Kalichman. AIDS Education and Prevention. New York:Apr 2006. Vol. 18, Iss. 2, p. 116-31 (16 pp.)

Designing effective marketing and recruitment strategies for HIV prevention research requires attention to cultural relevance, logistical barriers, and perceived psychosocial barriers to accessing services. McGuire's communication/persuasion matrix (1985) guided our evaluation, with particular attention to success of each marketing "channel" (i.e., strategy) vis-à-vis the number of all callers, eligible callers, and enrolled callers, as well as reaching so-called "hard-to-serve" individuals. Nearly all channels offered success in reaching specific subgroups. Latinos responded favorably to posters, bisexuals responded favorably to paid media in an alternative (non-gay) publication, and precontemplators responded to referrals by family and friends. Although multiple recruitment strategies were used, three were crucial to the success of the project: (a) recruiters' presence in gay venues, (b) referrals by family and friends (snowball technique), and (c) paid advertisements in alternative (non-gay) local newspapers. Resource allocation and costs are also presented for each channel.

DeLozier, M Wayne, Rodrigue, Jason. Journal of Homosexuality. New York:1996. Vol. 31, Iss. 1-2, p. 203 (6 pp.)

The gay market is well-educated, has high discretionary income, is informed socially and politically, is dedicated to career and home ownership and places more importance on friendship networks than do most Americans. This is a potentially lucrative market segment, but gays represent a difficult segment to reach because alienation by other segments could be an explosive factor for businesses.

Schroeder, Jonathan E. and Zwick, Detlev. Consumption Markets and Culture, Vol. 7, pp. 21-52, 2004

Through explication of a visual research method, this paper theorizes how masculine identity interacts with consumption - of imagery, products, desires, and passions in advertising and consumer culture. We analyze the male body as a discursive 'effect' created at the intersection of consumption and several marketing discourses such as advertising, market segmentation, and visual communication, balancing between brand strategy - what the marketer intends - and brand community - the free appropriation of meaning by the market. The paper's contribution rests in extending previous work on male representation into historical, ontological, and photographic realms, providing a necessary complement between understanding advertising meaning as residing within managerial strategy or wholly subsumed by consumer response. We argue that greater awareness of the connections between the traditions and conventions of visual culture and their impact on the production and consumption of advertising images leads to enhanced ability to understand how advertising works as a representational system and signifying practice.

Robin R. Means Coleman, Jasmine Cobb. Popular Communication. Mahwah:2007. Vol. 5, Iss. 2, p. 89-108

This essay examines the attempt to market to a mainstream audience a gay, Black rapper--Caushun--who embodies competing claims of "thug" masculinity and "queen" femininity. We argue that Caushun might experience failure because his music, and more importantly his music videos, will offer his target audience "no way of seeing" authenticity in his intersecting identities. That is the viewing experience, theorized as the gaze (Mulvey, 1975), when applied to Caushun, demonstrates "gaze gone wrong." He offers himself up as a "homo-thug" in a homophobic genre, even as the thug identity in hip-hop is marked by its hyper-masculine, violent, and homophobic rhetoric. Caushun lays bare a host of social and marketing challenges that demand exploration.