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Tag Archives: gay
March Against SAME-Sex Marriages
Ever since the legalization of Gay Marriage in New York we have mostly heard in the city much talks about its approval and who and where they got married. I’ve decided to look for some news related to the other side that is against same sex marriage. Most of it has been obscured largely due to the large proportion of same sex marriages advocates in New York City. Searching through Google I found a myriad of organizations whose main objective is to “protect the institution of marriage”. I knew there were already groups as such but I felt like I actually wanted to find out if there were other reasons, apart from religion/children, that people oppose this. I unfortunately did not find anything worth discussing. Most of these groups are largely built around the same rhetoric; the opposition by “God”.
The article I found was on the Huffington Post of a march that took place on the same day gay marriage was legalized. It was led by a notable senator, Ruben Diaz; who is one of the main Democrats denouncing gay marriage. I’ve included a video of the event. Thanks God, Diaz comes out in the end and I don’t have to hear his obnoxious voice.
I thought it would be nice to give you all an example of what these anti-gay marriage commercials look like. The second video . I’ve included is by an association known as the National Organization for Marriage. This video presents a couple of people who speak about some “storm and dark clouds” coming and how supporting same sex marriages will impede on their “freedom” with other examples on how it can negatively affect us all; quite apocalyptic. What’s even worst is that some of these commercial are quite alarming, in the sense that they try to incite a non-existent fear.
What I came to realize is that none of them provide good arguments that can be somewhat at level with the pro-same sex marriage arguments. Many sites I came upon posted scripture. I wish that most of them weren’t centered on religious reasons and they can somewhat include other people that don’t hold their “faith” to such standards.
Gay Commercial:Pepsi
After watching this commercial on YouTube I realized how much marketers are taking advantage of niche audience in order to sell their products. Even Pepsi, which is one of the biggest companies in the world, implemented marketing efforts in order to appeal to this particular target audience, “the gay community”. I believe, marketers are following the sociological changes in the society and are targeting segments that have the need for the product and are able to purchase it. The commercial starts with the scene that one would think is targeting the straight people but at the end after the guy drinks Pepsi max in the bar he approaches the guy. The point of this commercial is to say, if you drink Pepsi max you can overcome your fears and approach the guy in the bar. I found this commercial funny and affective from marketing perspective. They are killing two rabbits at one shot, basically if you watch only the first part of the commercial, it portrays the courage that Pepsi max gives you in order to approach someone you are interested in, woman or man. Therefore, they are targeting both audiences straight and gay, and only if you watch the commercial till the end you will find out that it was targeted specifically to gay community. In the end, marketers are trying to figure it out how to appeal to various target markets and they don’t really care about your sexual orientation, as long as you are in the target market and they can catch your attention, they will find the way to do it.
Exploiting Gay Sentiment
After watching a movie on same-sex marriage we started the discussion about how different politicians spoke out about same-sex marriage legalization in NY.
I would like to expand more on how gay sentiment gets played out in different fields of social life, mainly politics and marketing. Election campaigns are staged around controversial topics that candidates debate about. The job of political analytic for candidate is to find out what opinion on issue is more popular among his/her electorate and build the campaign accordingly. Therefore candidates from conservative areas would be more likely to oppose same-sex marriage. Good example of it is possible GOP presidential candidate and Minnesota representative Michele Bachmann, who supports so called reparative therapy and theory that homosexuality should and can be cured. On the other side of political spectrum, politicians in urban areas with large and organized gay communities, like New York, use issue of homosexual rights in opposite way. They learned to gain from exploiting gay sentiment and get actively involved in gay rights legislations and in queer events, like pride parade that boasts more and more politician’s floats. Perfect example of such politician is Andrew Cuomo, whom HRC (Human Rights Campain-enormous national scale organization that promotes LGBTQ rights) portrayed as a hero of NY same-sex marriage legalization. HRC was giving out “Thank you Cuomo” (showed above) and “Promise Kept” banners and also send out all members emails asking to sign under a Thank You letter to him.
Marketing industry was a way ahead of politics in exploiting the likes and desires of queers. Not only in gay media, but everywhere on the streets, in the stores and on TV we can see adds that speculate on homosexual strive for equality, or use highly sexual gay images or emphasize company’s commitment to the equal rights.
Maybe Andrew Cuomo learned how to become popular in LGBTQ
community and benefit from it, from his brother in law Kenneth Cole. Designer’s latest pro-gay marriage adds can be seen everywhere, including one outside of Vertical Campus on the side of 25th street.
Just one more add that ties together advertising and politics…
