Bud Light
Bud Light was one of the first brands to make an overt, unambiguous appeal to the gay-male demographic. Slogans such as “Be yourself”—prosaic in any other context—held a special significance for gay consumers. Still, while Bud was ahead of its time, its ads often confirmed gay stereotypes like the ones in view here: that all gay men are muscular, white, and clomp around in cutoff shorts and construction boots. “Be yourself?” While some gay men saw themselves in ads like this, others did not
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