Originally Posted by
ToasterOven
I think you might be digging a little deep here. People that have American Express cards are likely educated and socially progressive, or at least agnostic about gays. And they've been putting good looking people in ads since ads began, I doubt gayness will change that philosophy.
It's not really about good looking people, though. An effeminate gay guy can still be good looking. A butch woman doesn't have to be ugly, even if she doesn't appeal to heterosexual men.
The whole thing to me just reeks of pandering, where they (and I mean all of these companies, not just Amex) wants to make it clear they support the gays, but they aren't yet ready to show a realistic gay couple for fear that it won't play well for marketing. My point is that if you're not willing to depict gay couples as they typically are, don't depict them at all. Don't try to come off all progressive and then only show gay couples which are more "comfortable" for straight people to view.
And I still don't see the point of this. Gay couples are a small percentage of Amex users, yet that's the image they specifically choose to depict on the front page. It's not like they're depicting a group of people (like on a cruise where 2 of the 20 people shown are a gay couple). This is like, "Look at us! We are showing a gay couple instead of a straight one, so it means we're tolerant",
when in the meantime something like 90% or more of their clientele is heterosexual.
I just laugh at marketing departments trying to look sensitive and progressive. I guess it works with certain people, though. A girl I know couldn't stop praising Target because they stopped separating toys into "boys' toys" and "girls' toys" sections, as if any 3-year-old is going to give a shit what section you buy his or her toy from.