Will Corporate America Normalize Gay Marriage?

Will Corporate America Normalize Gay Marriage? February 10, 2014

There was quite a fuss about Coca Cola airing a commercial during the Super Bowl that presented people singing “God Bless America” in various languages. And, to top it off, they even portrayed same-sex couples as families.

It wasn’t exactly shocking to see Coke presenting a more pluralistic, harmonious image of the contemporary world today. That’s kind of their thing, after all. Anyone else old enough to remember the “I’d like to teach the world to sing” ad campaign? Peace, love, holding hands, and a caffeinated beverage pumped full of high fructose corn syrup. Practically utopia, right?

But Chevrolet is better known for traditional sentiments of national pride. again, back to the old days of TV ads, I recall the “Baseball, Hot Dogs, Apple Pie and Chevrolet” campaign. It was a hearkening back to some nostalgic time (which did or didn’t actually exist, depending on your degree of privilege at the time) that was more “American” in the homogenous, white, middle class sort of way.

And then they aired this during the Winter Olympics in Sochi, Russia:

Of course, companies this large do nothing haphazardly. Their market analyses show that the tide of public opinion has turned, and that if they are going to stay in step with what Americans identify as “family” and “American,” they, too, have to evolve.

So what do you think? Do you find such shifts in marketing hopeful, brave, opportunistic or simply ho-hum, as the other proverbial shoe has already dropped in some respects?

Further, what other social outliers will, in time, become normalized via the american corporate media lens? Curious to hear your thoughts.

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  • susan r

    Same sex couples are “real famlies” what do you call them?

    • Christian Piatt

      I call them real families.

  • Lamont Cranston

    “Peace, love, holding hands, and a caffeinated beverage pumped full of high fructose corn syrup.”
    To be fair, back when Coke was teaching us all to sing it was still full of real sugar. Other than that I think you are absolutely right. It’s why bigots whine loudly about these commercials, and shows like Modern Family.
    It’s hard to say what outliers will be next, though. I’d like to think it’s trans people, but I’m not creative enough to imagine how that would happen through corporate ads. Two men or two women in an ad look like a gay couple, but how would that work for trans people? The one transman and two transwomen I know just look like a guy and two women, which they are, but how do you get the trans part across in a short clip?

  • Irv Spielberg

    Universal GAYety is Coming !

    Gays are found throughout history. For the first time ever – finally – they’re almost worldwide! Wow!

    This global gaydom is even foretold in the Bible – predicted by Jesus
    (see “days of Lot” in Luke 17 and compare with Genesis 19).
    the Hebrew prophet Zechariah (14th chapter) says that during the same
    gay “days” ALL nations will come against Israel and fulfill the “days of
    Noah” at the same time (see Luke 17 again) – a short time of
    anti-Jewish genocide found in Zechariah 13:8 when two-thirds of all Jews
    will die.
    In other words, when “gay days” have become universal, all hell will break loose!

    Shockingly, the same “days” will lead to and trigger the “end of days” –
    and when they begin, human government will quickly wind down in just a
    few short years. For the first time in history there won’t be enough
    time for anyone to expect to live long enough to be able to attend
    college, have kids and grand-kids, save for and enjoy retirement, etc.
    One final thought. The more we see gays “coming out,” the sooner Jesus will be “coming down”!