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Ikea and homosexual ads

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Marketing the Rainbow. Click on pictures for larger image. The Swedish global brand has used all elements of the LGBT spectrum and more in their campaigns, often in a positive way show to their support, but sometimes in a 'funny' way, that was perceived as hurtful. In any case, it was noticed, both by the community as well as the conservative right.
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TV Commercial Featuring Gay Couple Creates a Madison Avenue Uproar

Ikea and homosexual ads
Ikea and homosexual ads
Ikea and homosexual ads
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IKEA Features Interracial Gay Couple In New Ad

Ikea is introducing what is believed to be the first general advertising effort in the mainstream media to feature identifiably gay consumers. A television commercial by Ikea's agency, Deutsch Inc. The spot, part of a continuing campaign focusing on Ikea customers, treats their relationship matter-of-factly: One man talks about how the couple met and how they might add a leaf to the table "when we really start getting along. A growing number of mainstream companies, including Apple Computer, Philip Morris and Time Warner, run ads in publications read by gay and lesbian consumers. Some use gay celebrities in their general-market ads or present ambiguous displays of sexuality. And Out magazine, aimed at homosexual readers, has run commercials on the Comedy Central cable network. But until the Ikea commercial, no company had included a homosexual relationship amid mainstream slice-of-life spots.
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This was the first US mainstream television commercial featuring a gay couple

Participants could then upload their picture to the Swedish chain's website where other people voted for their favourite. The winning photograph will become the cover of the next Ikea Russia catalogue, the brand said, and the winners will get undisclosed "Ikea prizes". In , Ikea ceased publishing an online magazine in the country amid concerns it was violating the 'gay propaganda' law.
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A dvertising reflects society. More often than not, it presents an image built on traditional views of sexuality, gender identity and gender roles. However, in recent years, brands have been presenting a more diverse world view. The ads below are some of the best examples of LGBT representations from the industry.
4 comment    
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