But advertising aimed at the gay community is not always a positive step for gay rights. Also, people may be lulled into thinking that they are engaging in political activity by buying a car, which is not necessarily the case, Chasin said. In fact, it is extremely unlikely that politics conducted through consumption could ever produce significant progressive social change. Whether their taste is politically inspired or not, many people like the ads for their own sake. She named Absolut, Miller Brewing Co. and Calvin Klein as leaders of the pack.
Advertising aimed at gays seems to be increasing.
We've seen an increase in car dealers, financial advisers and banking-related advertisements in the Blade. Niche marketing gives companies an advantage by attracting customers who keep returning each time they need a new product.