Advertising to Lgbt Community

Advertising to LGBT community Producing ads that cater to courageous audience is complex, and neither the pro- nor the anti- lively food market view appears to be adequately addressing the issues. The problem seems to be that both postulate that advertise manpowerts show life not it should be rather than how it is. We have observed in various case studies that we have followed in our course of compound Marketing Communication that advertisers mostly tend to show lives a fantasm brighter than it really is, especially in those campaigns where we be trying to sell products by making the consumer feel good about themselves.This approach however leads to the LGBT invisibleness and homophobic representations. Even when the LGBT population are identified as organize segment or forming some part of the target segment, stereotype travel into the picture. In the next segment, we talk about stereotype in marketplace. The separate in marketplace Stereotype haunts LGBT people not only in streets but also in media and in marketplace. In marketplace, stereotyping may not be because of a bias or a preconceived idea about the community. It can be because of incomplete information a cuss for any marketer.For instance, we have already discussed that collecting gay and lesbian demographic data is way too difficult. Although law is more favorable and defy we say accepting to the community, cultural issues still hinder people to shape up all out about their unconventional sexual and gender orientations. today this difficulty in gathering data has consequences, such as that people of modest income and poorer people are ignored as part of the gay market. They are hence absent from gay images in marketing, as they usually are in mainstream ads.Economic stereotype An ideal gay consumer would usually be stereotyped as affluent, educated, and childless. This apparently contrasts with better representative observations of gay, lesbian, and bisexual consumers. As the fam ous economics professor Lee Badgett in his paper Income lump The Myth of Affluence among Gay, Lesbian, and Bisexual Americans, notes Gay, lesbian, and bisexual people do not earn more than heterosexual people gay, lesbian, and bisexual people do not live in more affluent households than heterosexual eople devil studies show that gay men earn less than similarly competent heterosexual men. Gay, lesbian, and bisexual people are found throughout the spectrum of income statistical distribution some are poor, a few are rich, and most are somewhere in the middle, along with most heterosexual people. As it is astray observable fact that on an average, women get paid lesser than men in similar jobs in most part of the world, a effeminate homosexual household would obviously be poorer than their male counterpart or a heterosexual household.Also, female homosexual couple is more credibly to have children than a male homosexual household and so on. behavioral stereotype In media gay me n are often visualised as sissies, gaudy flamers, intimidating, always on the prowl and/or pedophilic sexual predators. Similarly lesbians are depicted mostly as misandrist feminists and (worst of all) as an intention of heterosexual mens feminine fantasies. Challenge to advertisers Big trade union movement of advertisers here, would be to distance themselves from these preconceived imagery and to produce a gay image of relevance yet recognizable.