A massive debate that has been sweeping the nation this year was finally put to rest only months ago: gay marriage. Although to many it seemed like a no-brainer, that all humans lesbian, gay, straight, bisexual, pansexual, and transgender should be granted the same rights; many groups with religious affiliations, or homophobic groups opposed letting non-straight people merry. Much of the combat that took place between both sides was in the media and advertisements. Thousands of advertisements were published over many different medias, and in many different ways. A total of 379 major companies like Amazon, Apple, Coca-Cola, and Facebook expressed their public support for gay rights. Many of these companies used creative, bold, and colorful advertisements to do so. The three advertisements below are different in design and structure, but all express the same important message: that gay marriage is a right, not a privilege.
This first ad has been published in a very unique, but effective way: on clothing. Big companies have been marketing their brands on clothing for a long time. It is effective in grabbing people’s attention because in this day and age, people don’t look at signs as often as they do the people around them. If you are anywhere outside of a big city, odds are there aren’t going to be massive screens or boards like in Times Square; selling shirts with messages on them is a great way of adjusting and advertising in different environments. This ad is intended for anyone who takes the time to read the shirt of a passerby. Depending on the opinion of the spectator, this ad can be effective in starting up a conversation about the issue, and perhaps swaying someone’s opinion. It is a smart design, because the words “right” and “not” stand out. It draws your attention first off, and also highlights the important words. That “marriage is a human RIGHT / NOT a heterosexual privilege” (Marriage is…). The word “right” is often connected to our Constitution; many people argue that freedom of speech is their “right” or they have the “right” to bear arms. Much like this, they use the word “right” to show how necessary it is for many people. Additionally, anyone purchasing this t-shirt is not only showing their support for the cause, but they are also directly supporting the cause, when many of the proceeds from these shirt sales are donated to campaigns and programs working to improve gay rights. This simple, yet powerful ad provokes a strong feeling of passion and cause. 
One of the most profound and puissant strategies in advertising is humor. Companies who use humor in their ads argue that humor is a “universal language,” that also “humanizes” advertising (Gulas). This second ad uses satire and somewhat historical humor to expose the hypocrisy and irony of legislation about gay rights. It reads: “Gay people getting married? (Next They’ll be allowed to vote and pay taxes)” (Kenneth Cole). The obvious humor in this concise quote is the second part which reveals a hidden truth about this country’s history of discrimination. It is common knowledge that before LGBTQA citizens were being denied their basic human rights, it was slaves and blacks, other minorities, and women. They all had to fight for their freedom and rights when they never should have had to. All the while, America was being praised by its white male citizens for its “liberty” and “freedom”. Although gay individuals are indeed allowed to vote and pay taxes, Kenneth Cole’s wording highlight the clear parallels of these issues. Another important aspect of this particular ad is its size and location. Billboard advertising has been used since before the 1800s, but its explosive growth came in the early 1900’s when automobiles became more popular, and roads and highways began sprouting up around the country (History of…). Billboards are one of the most effective ways of reaching a large audience in a short period of time. A board like this over a busy city highway would see thousands of different people a day. In this particular circumstance, the ad for gay rights is intended for that such audience: anyone and everyone who may be passing by the billboard. The thought provoking quote, mixed with the isolation of driving could get many people thinking, and seeing those parallels with other issues of the past. Compared to the first ad, which was seen on t-shirts, this billboard ad is guaranteed to reach a large audience. The t-shirts are not as big and bold, and may not be seen or read by many people. Although, they are both quite effective, and creative types of advertisements that we don’t see as often. 
This final ad is one that has become much more common since the boom of social media. Famous celebrities and other well-known people can create their very own pages on sites like Facebook to inform people of their lives and their views. When campaigning in 2012, Obama’s official Facebook page posted this ad. It shows a defiant, wise looking Obama with a quote box in the forefront. It reads: “Every Single American - Gay, straight, lesbian, bisexual, transgender - every single American deserves to be treated equally in the eyes of the law and in the eyes of our society” (President Obama). The words “Treated equally” are made larger and highlighted to show their divine importance. Within minutes, this ad had reached thousands, if not millions of people, which is why it is the most effective form of advertisement today. A huge part of getting support for a cause is being endorsed by big names; and there is no name bigger in the united states than Barack Obama. Although this particular advertisement was used by the Obama campaign to gain support for him, hundreds like it have been made by LGBTQA support groups and activist groups to show the very significant support that their cause has drawn. They can use this to gain even more support from people who like Obama, and are less aware of the gay rights issue, or people who are on the fence about the decision. Compared to the other two advertisements, this one takes the cake for reaching the furthest, and being the most effective. This ad can be seen all over the world, and on an interface that millions of people are guaranteed to use every day. It is an instant conversation starter for families, or strangers online to give their insight into the issue of gay rights. The internet has made these types of issues very well known all over the country, and campaigns like the Obama Campaign are using it to declare a stance, and spread awareness of the issue. 
Although all three of these ads are very different in design and media type, they all work to convey the same message: that gay rights is a major issue that needs to be addressed, and that every citizen, not just heterosexuals deserve the right to marry. Thousands of advertisements like these have been published on all types of media: newspaper, television, billboard, clothing, online, and in magazines. Each one has it’s benefits and it’s faults. The t-shirts are a great way for individuals to show their support, but they reach a very small audience. The billboards are a classic way of reaching thousands of drivers, but they may be looked past a lot. Online advertisements are the most effective in reaching a large audience, and they are the most effective in starting a conversation on the issue. Despite the legislation passed to make gay marriage legal, there are still many issues of discrimination that gay couples have to face. There have been cases of offices refusing to give marriage licenses to gay couples, and churches refusing to marry said couples. Their fight for liberty and equality is not over. Advertisements like these continue to help the cause by spreading awareness to a wide variety of audiences. They all drive the cause in different ways, none less important than the other.
Works Cited
Gulas, Charles S., and Marc G. Weinberger. Humor in Advertising: A Comprehensive Analysis. Armonk, NY: M.E. Sharpe, 2006. Print.
"History of Billboard Advertising." History of Billboard Advertising. N.p., n.d. Web. 02 Nov. 2015.
Kaufman, Alexander C. "Here Are The 379 Companies Urging The Supreme Court To Support Same-Sex Marriage." The Huffington Post. TheHuffingtonPost.com, n.d. Web. 02 Nov. 2015.
"Marriage Is A Human Right Not A Heterosexual Privilege T Shirt." Marriage Is A Human Right Not A Heterosexual Privilege T Shirt. N.p., n.d. Web. 02 Nov. 2015.
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