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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

Books/Articles

Stagestruck: Theater, AIDS, and the Marketing of Gay America

Sarah Schulman, Duke University Press, 1998

In Stagestruck noted novelist and outspoken critic Sarah Schulman offers an account of her growing awareness of the startling similarities between her novel People in Trouble and the smash Broadway hit Rent. Written with a powerful and personal voice, Schulman’s book is part gossipy narrative, part behind-the-scenes glimpse into the New York theater culture, and part polemic on how mainstream artists co-opt the work of “marginal” artists to give an air of diversity and authenticity to their own work. Rising above the details of her own case, Schulman boldly uses her suspicions of copyright infringement as an opportunity to initiate a larger conversation on how AIDS and gay experience are being represented in American art and commerce. Closely recounting her discovery of the ways in which Rent took materials from her own novel, Schulman takes us on her riveting and infuriating journey through the power structures of New York theater and media, a journey she pursued to seek legal restitution and make her voice heard. Then, to provide a cultural context for the emergence of Rent—which Schulman experienced first-hand as a weekly theater critic for the New York Press at the time of Rent’s premiere—she reveals in rich detail the off- and off-off-Broadway theater scene of the time. She argues that these often neglected works and performances provide more nuanced and accurate depictions of the lives of gay men, Latinos, blacks, lesbians and people with AIDS than popular works seen in full houses on Broadway stages. Schulman brings her discussion full circle with an incisive look at how gay and lesbian culture has become rapidly commodified, not only by mainstream theater productions such as Rent but also by its reduction into a mere demographic made palatable for niche marketing. Ultimately, Schulman argues, American art and culture has made acceptable a representation of “the homosexual” that undermines, if not completely erases, the actual experiences of people who continue to suffer from discrimination or disease. Stagestruck’s message is sure to incite discussion and raise the level of debate about cultural politics in America today.

The Lesbian and Gay Studies Reader

Henry Abelove, Michele Aina Barale and David M. Halperin ed, Routledge; 1st edition (1993)

The Lesbian and Gay Studies Reader is the biggest and most comprehensive multi-disciplinary anthology of critical work in lesbian/gay studies.

Comprising scholarship, criticism, commentary, and political analysis, lesbian/gay studies is one of the fastest growing fields in contemporary thought. Its influence is changing the shape of every branch of learning in the humanities and social sciences.

Bringing together forty-two groundbreaking essays--many of them already classics--this collection provides a much-needed introduction to the contemporary state of lesbian/gay studies, extensively illustrating the range, scope, diversity, appeal, and power of the work currently being done in the field. Featuring essays by such prominent scholars as Judith Butler, John D'Emilio, Kobena Mercer, Adrienne Rich, Gayle Rubin, and Eve Kosofsky Sedgwick, The Lesbian and Gay Studies Reader explores a multitude of sexual, ethnic, racial, and socio-economic experiences.

The Prime Time Closet: A History of Gays and Lesbians on TV

Stephen Tropiano, Applause Theatre & Cinema Book Publishers, 2002.

Television history was made on April 30, 1997, when comedian Ellen DeGeneres and her sitcom alter-ego Ellen Morgan, "came out" to her close friends and 36 million viewers. This groundbreaking episode represented a significant milestone in Amerian television. For the first time, a TV series centered around a lesbian character who was portrayed by an openly gay actor. The millions of viewers who tuned in that historic night were witnesses to a new era in television. THE PRIME TIME CLOSET offers an entertaining and in-depth glimpse into homosexuality on television from the 1950s through today. Divided into four sections, each devoted to a major television genre, this unique book explores how gay men and lesbians have been depicted in over three hundred television episodes and made-for-TV films. These include medical series, police/detective shows, situation comedies and TV dramas. THE PRIME TIME CLOSET also reveals how television's treatement of homosexuality has reflected and reinforced society's ignorance about and fear of gay men and lesbians. At the same time, it celebrates programs like Ellen and Will and Grace that have broken new ground in their sensitive and enlightened approach to homosexuality and gay-related themes. This book is witty and insightful, accessible and illuminating, a look into what has become an integral part of American media culture.

Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior

Steven M. Kates, Haworth Press, 1998

A scholarly yet personal study, Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior is a mixed shopping bag, taking you on a day-in-the-life tour of the buying patterns of 44 gay men. As an up-to-date catalog of scholarly data, it helps you see how "mainstream" businesses can tailor their marketing methods to this expanding demand in a competent, professional, and ethical manner. As a commentary on lifestyle, it transports you to unexplored consumer behavior territory that most people still consider "deviant."

Untold Millions: Positioning Your Business for the Gay and Lesbian Consumer Revolution

Grant Lukenbill, Harpercollins; 1st edition, 1995

As companies across America battle daily for increased market share, many are ignoring a vast untapped market segment of consumers ready and waiting to throw their economic weight behind those companies that acknowledge who they are and what they want. Gay and lesbian Americans -- organized, in touch, and increasingly powerful -- represent the greatest opportunity for businesses today to increase their revenues and boost their corporate images. Companies like American Express, AT&T, Time Warner and Miller beer already are taking advantage of this huge market. Now how can you? Written by America's foremost authority on marketing to gay and lesbian consumers, Untold Millions is the definitive guide for marketers, executives, advertisers, employees and entrepreneurs who want to get their companies on track for this new marketplace revolution. Using the most valuable research data to date -- from the groundbreaking 1994 Yankelovich MONITORr Perspective on Gays/Lesbians -- Grant Lukenbill reveals an in-depth profile of gay and lesbian consumers: Who they are, what they need, what they buy and what motivates how they spend their money. In addition, he offers concrete, proven strategies for positioning products and services to this defined consumer segment -- from building good relationships with the gay and lesbian market through corporate sponsorships to avoiding nightmares set off by outdated personnel policies.

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