How Advertising Shapes The Image of Gayness in America

“The past decade has seen a dramatic increase in the presence of gays in American advertising. The media has transformed the stigmatized stereotype of gays into a new, socially desirable image of stylish consumers with high-end taste. This marketing strategy affects the way gays understand themselves and influences the meaning of gayness for society in general…The findings illuminate the influential role of advertising in informing and shaping personal identities and highlights the often ignored sociopolitical dimension of advertising…when marketers argue that no matter who they target, ‘it’s just business,’ their marketing messages actually have broader, cultural impacts on the minority community.”