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GLBT Marketing and Advertising

Content - Best Practices

The Commercial Closet Association recommends:

  • Be inclusive and diverse
    Whenever people are shown, include GLBT individuals, family members, friends and couples that reflect varied ages, races and genders, etc. Language references to family or relationships should not only include heterosexuals.
    GLAAD Media Reference Guide, Glossary of Terminology
  • Be sensitive to gay, lesbian, bisexual and transgender stereotypes and avoid positioning GLBT people as a perceived threat for humor
    Advertising often stereotypes, but beware of over-simplifying. An unbalanced depiction of extremely effeminate gay men or extremely masculine women are old ideas that alienate many.
    Avoiding stereotypes and cliches
  • Do good market research
    When conducting market research or forming new mainstream campaigns, GLBT perspectives should be considered and included. Don't limit yourself to male-targeted research and messages. For example, Subaru surveyed its consumers and found a strong lesbian base.
  • Go national
    Consumers outside of major coastal cities are often improperly considered lacking the sophistication to handle GLBT themes.
  • Be consistent and confident
    Modifying or withdrawing ads after negative criticism from conservative groups suggests waffling and alienates GLBT consumers. Respond to any criticism with business rationales, such as diversity and the bottom line. Avoid time-restricted airings of commercials unless they legitimately deal with sexual situations that are inappropriate for youth.
    Building Awareness and Inclusion in Mass/Trade Advertising, Commercial Closet Association Best Practices [www.commercialcloset.org]

Media

GLBT Communications Firms