To avoid such a backlash, brands resorted to what is called gay-vagia advertising, which takes a more hidden approach
For a long time, companies have hesitated to include LGBTQ couples in their advertising, fearing to upset a wide range of consumers.
Brands like Subaru, Volkswagen and Lucky Strike have all used this type of advertising. In 2001, Subaru capitalized on the show’s popularity “Xena, Warrior Princess” among lesbians. The automaker ran an advertising campaign with its vehicles with license plate expressions like “XENA LVR”.
Gay vague advertisements have proved popular with members of the LGBTQ community, avoiding the backlash of straight consumers. (mehr …)