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Montrose Voice, No. 86, June 18, 1982
File 010
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Montrose Voice, No. 86, June 18, 1982 - File 010. 1982-06-18. University of Houston Libraries. University of Houston Digital Library. Web. September 26, 2020. https://digital.lib.uh.edu/collection/montrose/item/2203/show/2179.

Disclaimer: This is a general citation for reference purposes. Please consult the most recent edition of your style manual for the proper formatting of the type of source you are citing. If the date given in the citation does not match the date on the digital item, use the more accurate date below the digital item.

(1982-06-18). Montrose Voice, No. 86, June 18, 1982 - File 010. Montrose Voice. University of Houston Libraries. Retrieved from https://digital.lib.uh.edu/collection/montrose/item/2203/show/2179

Disclaimer: This is a general citation for reference purposes. Please consult the most recent edition of your style manual for the proper formatting of the type of source you are citing. If the date given in the citation does not match the date on the digital item, use the more accurate date below the digital item.

Montrose Voice, No. 86, June 18, 1982 - File 010, 1982-06-18, Montrose Voice, University of Houston Libraries, accessed September 26, 2020, https://digital.lib.uh.edu/collection/montrose/item/2203/show/2179.

Disclaimer: This is a general citation for reference purposes. Please consult the most recent edition of your style manual for the proper formatting of the type of source you are citing. If the date given in the citation does not match the date on the digital item, use the more accurate date below the digital item.

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Compound Item Description
Title Montrose Voice, No. 86, June 18, 1982
Contributor
  • McClurg, Henry
Publisher Community Publishing Company
Date June 18, 1982
Language English
Subject
  • LGBTQ community
  • LGBTQ people
  • Gay liberation movement
Place
  • Houston, Texas
Genre
  • newspapers
Type
  • Text
Identifier OCLC: 22329406
Collection
  • University of Houston Libraries Special Collections
  • LGBT Research Collection
  • Montrose Voice
Rights In Copyright
Note This item was digitized from materials loaned by the Gulf Coast Archive and Museum (GCAM).
Item Description
Title File 010
Transcript Madison Avenue pursues gay customers, sort of International Gay News Agency Increasingly, major advertisers are trying to woo an attractive segment ofthe consumer population—the white, single, well- educated, well-paid homosexual. According to Karen Stabiner of The New Yorji Times, these advertisers are using two distant approaches, one through ads in identifiably gay-oriented publications, and the other through "gay window" ads in the general media, the latter meaning ads that are subtly pitched to gay men. Those who make their living seeking recognition and acceptance for gays regard economic in-runs as the first step toward social integration, and cite the parallel assimilation of middle-class blacks and single working women. Others, mindful of black unemployment and women's uphill fight for the ERA, are more skeptical, because profit, not integration, is the goal. Advertisers are trying to interest potential customers who are gay without at the same time losing customers who do not wish to be identified with a "gay product." The main approach at present is to speak to the homosexual customer in a way that the non-gay consumer won't notice. Calvin Klein's jeans ads are often mentioned as examples of mainstream messages aimed at gay men. One billboad for men's jeans featured a young, shirtless blond man lying on his stomach. Another showed a young, shirtless blond man lying on his side. "You have to be comatose not to realize that it appeals to gay men," says Peter Frisch, publisher of The Advocate, a national gay tabloid. Paco Tabanne men's cologne, Pour Homme, is another product that comes up in discussions of "gay window" ads, primarily because of a magazine ad that showed a man lying in a rumpled bed talking on the telephone to someone the dialogue portrayed as a just-departed male lover. Both C. Michael Newbrand, the account executive, and the creative director of the advertising account at Ogilvy and Mather, an advertising agency, deny any conscious effort to reach a gay market. But Newbrand knows that "prestige fragrances" sell best in urban areas. He is also aware that "gays represent a good market." "If we have a high percentage of gays using the product," says Newbrand, "we certainly don't mind." Gay people have mixed opinions about being wooed by Madison Avenue. Stuart Byron, a former New York Village Voice film columnist, believes that what may seem to be an attrative image is merely another incomplete stereotype that will in the end do more damage that good. For all the talk of economic overtures to the gay market, advertisers have not yet constructed anything vaguely similar to the ads that show single women, blacks, or ethnic characters selling everything from Italian food to cameras. No television commercial has shown two childless, attractive men as they brush their teeth side by side at double sinks or discuss the aroma of their morning coffee. The homosexual still remains a highly invisible minority in national advertising Most providers of goods and services still choose to deny their interest in the market or evade the issue altogether. 2011 S.W. Fwy. 526-6940 Half block east of Shepherd on Service Rd. Open 10am-7pm daily (Noon to 6pm Sunday) (Closed Wednesday) Good selection of fresh and saltwater fish & exotic birds Complete supplies Under new management Stop by and say hello o _^5s^~, o June 18, 1982/Montrose Voice 9 = WEVE ___^j mum 11:30 AM to 2 00 AM 1408 WESTHEIMER 528-3878 Wine Bar and Restaurant Three Blocks west of the Tower Perfect for after the theatre... LAVE TION
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