The Empty 70s
In the 1970s, mainstream publications refused advertisements containing these words
What are “gay” and ”homosexual?”
The major event of the 1980s that caused many advertisers to stop including queer individuals in advertisements
What is the AIDS outbreak?
The major tool used in the 1990s that depicted gay and lesbian individuals as affluent, that led to agencies targeting gay consumers
What are marketing surveys?
A strategy used by advertisers in the early 2000s in which the sexual orientation or relationship of possible queer folk is not 100% clear
What is “gay vague?”
As of the 2010s, this group is estimated to represent a $743 billion market, highlighting the importance to reach this group to advertisers
What is the LGBT community?
Gay advertising began in the 1970s, though meager, but was mainly only found in advertisements for these so called ”sin products”
What are alcohol and tobacco?
In 1988, this major health organization sent 107 million brochures to households in the US to advertise the effects and bring awareness to AIDS
What is the CDC?
The two major soda brands that were advertised in gay publications in the 1990s, which later caused these publications to remove sexually explicit content from their magazines
What are Seagram and PepsiCo?
The queer group that was mainly targeted by advertisers in the early 2000s
Who are white gay men?
In 2012, this retail company released an ad titled “Father’s Day” that depicted two fathers and their children. This company received harsh backlash and boycotting from religious right groups for running the ad
What is JC Penney?
In the mid‐1970s David Goodstein transformed the gay publication The Advocate, creating a new image of white gay men as affluent and avid consumers, otherwise known as what?
What is homonormative?
The product that was advertised to gay men the most frequently by health organizations during the 1980s
What are condoms?
In 1994 this major phone company sent out mail advertisements that directly referenced gay and lesbian identities, and used the rainbow flag on their advertisements in hopes of gaining more gay consumers
What is AT&T?
This marketing technique used in the early 2000s used coded messages in advertisements that only gay and lesbian individuals would recognize, so as not to “alienate” straight consumers?
What is “gay window” advertising?
This decorative theme is now a major branding scheme used on many different products during Pride
What is rainbow?
The institutions that were commonly advertised in the 1970s following the Stonewall Riot of 1969
What are gay bars?
The sole liquor brand to continue portraying queer individuals in advertisements after the AIDS outbreak
What is Absolut Vodka?
The major event that took place on April 25th, 1993 that advertisers used to survey queer consumers
What is the March on Washington for Lesbian, Gay, and Bi Equal Rights and Liberation?
By 2004, 35% of the top 100 US companies were directly targeting these queer consumers with their advertisements
Who are gays and lesbians?
In the 2010s, this part of the LGBT group began to emerge in ads for the first time
Who are trans folk?
The major medical decision of the early 1970s that prevented many advertisers from targeting gay audiences in their advertisements
What is the classification of homosexuality as an illness?
One of the first companies to use advertisements to address queer social and political issues. One of their iconic ads pictures a white woman and black woman couple holding their Asian baby
What is Benetton?
This company purportedly created the first positive video advertisement showing an openly gay couple in 1994
What is IKEA?
In 2009, Absolut Vodka unveiled a new rainbow design for its bottle following the 40th anniversary of what major Gay Rights event(s)?
What are the Stonewall Riots and Gay Pride?
This term describes marketing and political techniques aimed at promoting a product through an appeal to queer-friendliness, mainly by political or social activists
What is pinkwashing?