Controversial LGBT Advertising

In 1981, Absolut Vodka placed a controversial advertisement appeal to homosexual men, which was the first time a mainstream company had done this. While the critics thought this was unnecessary, the LGBT community found this marketing strategy inspirational, and determined to support the “gay-friendly businesses.” Through the years, the social values have changed, which has caused the enhancement of gay and lesbian couples being shown in advertisements. The research in this article was to examine the LGBT consumers’ spend brand loyalty to these companies and spending habits. Also, there was research done on these companies toward the LGBT marketing demographic and policies and practices toward the LGBT employees and community. In 2013, the LGBT community spend

As a result, all four of the companies, out of seven, received an excellent 100 points in the HRC Buyer’s Guide. These companies were based on the equality of their LGBT employees and supporting rights. The companies that were included are MillerCoors, Orbitz, American Airlines, and Hyatt Hotels. MillerCoors print ads predominantly appear in regional LGBT publications and sponsor gay pride events across the United States. In the 70’s, before their merger with The Miller Brewing Company, the LGBT community boycotted Coors Beer and accused them of firing employees for being gay. Also, they were endorsing political candidates who supported the anti-gay policies. However, in the 90’s, Coors formed the LGBT and Allies Group Employee Resources (L.A.G.E.R) an employee’s advocacy group. Orbitz is the third largest third-party travel booking site in the U.S. They run the print ads and television commercials in LGBT publications and media outlets including LOGO television, a LGBT cable network. Orbitz is the winner of two GLAAD media awards. They have well-defined non-discrimination policies in the workplace and supports the LBGT