Chapter 4: Consumer Culture
Semiotics and Ads Tutorial by Tom Streeter
For Textbox 4.2 “The Brotherhood of the Bears”
To purchase issue of A Bear’s Life
Ad Respect/ Commercial Closet
HRC Buyer’s Guide
Qzap Zine Archive
IKEA’s “Dining Room Table” Commercial
Bison Brand Vodka “Spin the Bottle” Ad
Crate & Barrel “Us & Always” Ad
Badgett, M.V. L. (2001). Money, myths and change: The economic lives of lesbians and gay men. Chicago, IL: The University of Chicago Press.
Chasin, A. (2001). Selling out: The gay and lesbian movement goes to market. New York, NY: Palgrave Macmillian.
Peñaloza, L. (1996). We’re here, we’re queer and we’re going shopping!: A critical perspective on the accommodation of gays and lesbians in the U.S. marketplace. Journal of Homosexuality, 31, 9–41.
Sender, Katherine. (2004). Business, not politics: The making of the gay market. New York, NY: Columbia University Press.
Constructing the Gay Market
Visit the website for Pink Banana Media, a leading gay and lesbian advertising company founded by Matthew Skallerud, founder of GayWired.com. Review the company’s services, products & websites, and seminar slides designed for potential clients. What justification is used for targeting the GLBT market? How has the targeting approach changed with the advent of digital technologies? What assumptions are made about the ideal GLBT market? What do Pink Banana’s strategies imply about the relationship between the gay market and gay rights?