Gay Advertising

Ian Johnson, Out Now
February 12, 2008

LGBT representations in so-called 'gay advertising' really can run the gamut from The Good, through The Bad and even to The Ugly. See what you think of some examples from the world of lesbian and gay advertising.

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TOPICS: Lesbian and gay advertising. Gay community marketing. Global lesbian and gay advertising and tourism market. LGBT advertising. Lesbian and gay marketing. Lesbian communications. Gay communications. Gay and lesbian PR. Gay and lesbian marketing. Gay marketing online article. Gay advertising news.

Gay Market News has regularly reported on gay advertising as part of our remit to cover the most important gay market information for our readers.

As part of this we get to see a LOT of gay and lesbian advertising executions. Some of these could be described as good.

Others not so good.

What works in a great gay advertisement is different across markets around the globe, and can vary according to a large range of variables to do with the branding, the consumer, the region, use of humor, use of sexuality -- or sometimes just because of that unquantifiable 'X Factor'.

But when something does not work in gay advertising that can often be an easier proposition to spot.

There was an interesting gay marketing online article recently in Radar.

That uses a number of quite interesting examples of gay advertising, some good, but others not likely to do so well in terms of brand positioning and effective gay marketing strategy. Not all are the best examples of what we assume they were aiming to illustrate but they certainly suffice by way of illustration.

Here are a few of the gay advertising examples they chose.

Which ones do you think Out Now believes make the gay marketing grade?

And which gay advertisements below are just not doing it?


For insider knowledge on what works in gay advertising, and what doesn't, rely on Out Now. Leading gay marketing and advertising since 1992.


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For information and help with understanding the key gay and lesbian marketing issues, to most effectively understand and meet the consumer needs of the lesbian and gay market, rely on the gay market experts, Out Now. Leading in the gay market since 1992.

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