Cultural Shift: The Coca-Cola Super Bowl XLVII Advertisement The account of gay people in ifiedadvertisement is less than a decade. Over years, companies have come to accept the inclusion of gay families in their advertisements as part of telling their brand story to an inclusive market. One such advertisement is the Coca-Cola Multilanguage Super Bowl commercial on February 2, 2014 (Emery n. p). To America, this advertisement pioneered featuring the gay community through a gay couple that takes their daughter roller-skating. From the Gay & Lesbian Alliance against Defamation (GLAAD) and the Lesbian, Gay, Bisexual, and Transgender (LGBT) community, the advertisement won in every way.
Over the last decade, the shift in public opinion on same sex marriage from 58% in 2003 to 33% in 2013 is an indication of gradual acceptance attributed to huge group of youthful adults (Pew Research n. p). This ascent in the acceptance of gay rights has seen 17 states and the District of Colombia legalizing gay marriages. This shift is what the Coca-Cola advertisement took advantage of to show the country the growing majority of Americans from all occupations in favor and support of their LGBT family, friends, and neighbors.
Further, the advertisement is a pacesetter to the corporate in America that successful business today also means including LGBT. According to (Ferraro n. p), the behind the scenes revealed one of the dads acknowledging that people can now accept and respect them as a family. Since Coca-Cola a sponsors the World Olympic, GLAAD has called upon the company to condemn anti-LGBT violence and laws hampering the lives of Russian LGBT people (Ferraro n. p). (a) (b)Figure (a) and (b) shows images of the gay couple roller-skating with their daughter and enjoying a coke.
Source: Ferraro (n. p) Works CitedEmery, Debbie. Super Bowl: Coca Cola Gay Dads Commercial Gets Thumbs Up From GLAAD (Video). 2 February 2014. Web. 3 September 2014.Ferraro, Rich. Watch now: Coca-Cola unveils gay-inclusive ad during Super Bowl XLVIII. 2 February 2014. Web. 3 September 2014.Pew Research. Growing Support for Gay Marriage: Changed Minds and Changing Demographics. 20 March 2013. Web. 3 September 2014.