Selling Sexual Subjectivites - Katherine Sender, pg 302 -313

Recap: The use of advertising to the Gay and Lesbian market has been a missing piece in the big scheme of things. The new idea of Gay Window Advertising is a new concept of advertising to both heterosexuals and gay or lesbian people at the same time. At first, it comes across as an idea of subliminal advertising but the concept is more of a personality trait of each type of sexuality. By making the ads some what skewed towards the gay and lesbian tendencies but not too much to make the heterosexual think that the ad is directed towards that group, advertisers are able to code the ads for all audiences. Gay men have the easiest time of reading this coding followed by the lesbian population. Overall, advertisers are starting to understand the full impact of this market source.

Comment: It would be quite interesting to see just how much more advertising is being directed towards the gay and lesbian market place. This article was written long enough ago that much has changed in the way a gay or lesbian person is perceived. Yes, there is still a large amount of homophobia around but the idea of a gay man or a lesbian woman has really nit more into the mainstream with the results of the popular sitcoms and clothing shows. Now we have terms like Metro Sexual being thrown around to describe straight men that have traits of a gay man.