Lgbt Advertising
Karl Gill
Ms. Babcock
Writing 2010
Apr. 13, 2009
Currently in some states such as Connecticut, Vermont and Iowa for couples of the same-sex to be married while others ban the practice. The fight to have LGBT civil rights has definitely gained some ground. Not only has the LGBT community had an impact on the world of politics, but the world of business as well. Over fifteen years ago began in the United States, but it is still a fairly new concept in Australia and Europe. The first immergence of the impact of the LGBT community in the business world was in 1973 when Coors Brewing Company was the subject of a boycott by the LGBT. The LGBT community joined to protest Coors ' hiring practices, since Coors used a polygraph test when going through the hiring process and specifically asking an employee of their sexual orientation. Coors ignored the boycott for several years, but made some concessions in 1978, and in 1995 began several countermeasures, including dropping the questions regarding homosexuality and extending domestic partnership benefits to its LGBT employees. The company also hired Mary Cheney as a marketing representative and began advertising in The Advocate (an American LGBT-related newsmagazine) and at events such as Denver 's PrideFest. The change in Coors’ policies and their marketing as well as their participation in LGBT targeted events shows just a small amount of the impact that the LGBT has had on the business world. The LGBT community has definitely made an impact on the world of business specifically with the increase in gay-themed marketing, support toward the LGBT community, and gay-owned businesses purpose of this paper is to examine how each of the above has had an impact on how the LGBT community has changed the face of the business world in present day. Many sources agree with the fact that marketing with the LGBT community has extremely impacted the business industry with a growing prevalence of gay-themed advertisements.
Ms. Babcock
Writing 2010
Apr. 13, 2009
Currently in some states such as Connecticut, Vermont and Iowa for couples of the same-sex to be married while others ban the practice. The fight to have LGBT civil rights has definitely gained some ground. Not only has the LGBT community had an impact on the world of politics, but the world of business as well. Over fifteen years ago began in the United States, but it is still a fairly new concept in Australia and Europe. The first immergence of the impact of the LGBT community in the business world was in 1973 when Coors Brewing Company was the subject of a boycott by the LGBT. The LGBT community joined to protest Coors ' hiring practices, since Coors used a polygraph test when going through the hiring process and specifically asking an employee of their sexual orientation. Coors ignored the boycott for several years, but made some concessions in 1978, and in 1995 began several countermeasures, including dropping the questions regarding homosexuality and extending domestic partnership benefits to its LGBT employees. The company also hired Mary Cheney as a marketing representative and began advertising in The Advocate (an American LGBT-related newsmagazine) and at events such as Denver 's PrideFest. The change in Coors’ policies and their marketing as well as their participation in LGBT targeted events shows just a small amount of the impact that the LGBT has had on the business world. The LGBT community has definitely made an impact on the world of business specifically with the increase in gay-themed marketing, support toward the LGBT community, and gay-owned businesses purpose of this paper is to examine how each of the above has had an impact on how the LGBT community has changed the face of the business world in present day. Many sources agree with the fact that marketing with the LGBT community has extremely impacted the business industry with a growing prevalence of gay-themed advertisements.
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