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The Perils of Gay Advertising Barrett Kalellis In the never-ending quest to sell more product, corporate advertising Solons scrutinize mountains of demographic data to slice and dice market segments into assorted variables – measurable characteristics like age, income, gender, location and other factors that help to pinpoint likely future customers. There's nothing particularly wrong with this, and in fact, it usually makes a lot of sense. That's why tires, transmission repair and Super Bowl tickets are advertised in the sports sections of newspapers – preponderantly read by men. White sales, ads for drapes and rug clearances are generally in the women's pages. Starting in the late 1960s, when Hispanic populations increased geometrically in southern Florida and in Southern states, marketers began to target this distinct segment according to perceived racial and cultural characteristics: Spanish language, dress styles, Hispanic models, and so on. Similarly, unique advertising messages had already been established in venues that catered to blacks. Today, major corporations and the ad industry are extending this effort to discern target markets according to sexual identity – the so-called "gay advertising" market. To hear advocacy groups talk about it, gay market segments have "growth potential," for which lists can be provided with pertinent data to deliver "thousands of qualified responses." Profiles and habits of gay and lesbian consumers have been pored over for two decades, and businesses that court them are eager to use events, publications and campaigns to tap their spending urges. The striking difference is that this market defines itself by its lifestyle and sexual proclivities.
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I would think that this would be a risky market for companies to target. Other than the fact that gays and lesbians would define themselves by reading gay-focused publications, join gay-oriented groups, and attend gay-themed events, the aggregate profile would be similar to any other economically upscale male or female demographic. Unless a company offers a product or service that is unique to gays or lesbians, like golf equipment is to golfers, then this self-defined market is no different than, say, that segment of left-handed cellists, who I'm sure have their own preferences. The great danger for companies that try to curry favor with the gay and lesbian market as an extension of their marketing outreach is that it is likely to cause a backlash among those who do not want to advance the "gay agenda." Ford Motor Co. recently fell into this trap and found itself on the horns of a dilemma. In a case study of human resources multicultural pandering run amok, Ford (like other corporations) bragged about its forward-looking, gay diversity marketing and ran smack into a threatened boycott from the American Family Association. Ford then waffled and announced it would suspend its gay advertising, but after subsequent haranguing from gay advocacy group representatives, it reversed its position and said it would in fact expand it. Ford and other corporations have thus clumsily interposed themselves into the raging culture wars surrounding traditional moral and religious values versus the gay agenda to normalize homosexuality, extending to gay marriage and other radical lifestyles.
It is unfortunate that companies feel compelled to take sides on such divisive issues, boasting how their corporate policies are gay-friendly, instead of simply flying below the radar screen. Are their not enough publications and other ad venues that reach a broad market – including gays – instead of selecting those that are politically charged and exist simply to advance an agenda? It is one thing to advertise in Time magazine; quite another to appear in the aptly titled The Advocate. To advertise and financially support gay publications, organizations and events would indicate that a company essentially has adopted an amoral position on the issue – claiming only an extension of its "marketing to everyone" philosophy. However self-serving or crass this may appear, others may see it as a corporate endorsement to advance the gay lifestyle and agenda. This will undoubtedly cause strong resentment and disgust among traditionalists, as Disney learned 15 years ago by sponsoring "Gay Day" in Orlando, a raunchfest that annually tarnishes Disney World's formerly wholesome family image. Companies such as Ford, IBM and Pepsico apparently see only the upside in coddling the gay market, and have discounted the downside. If supporting GLAAD, gay pride parades, Gay.com and PlanetOut.com is OK, why not NAMBLA — the self-described "world of pleasure?" The culture wars continue to heat up and many people are finding discomfort with such "anything goes" attitudes. And a small, tremulous voice keeps insisting that companies are going do this at their own peril.
Barrett Kalellis is a Michigan-based columnist and writer whose articles appear regularly in various local and national print and online publications. He may be reached at kalellis@NewsMax.com.
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