Target Targets a Tricky Audience

In this period of social change and shifting ideologies, it's not farfetched to think about companies trying to utilize a new/growing audience by changing their advertisement tactics. Specifically, equality for all sexualities and genders is a big topic currently that can bring a large amount of attention to a company if used correctly. Target, the second largest discount retail store company, was not shy to implement this tactic, and did so by promoting a gay couple on their latest wedding gift registry advertisement.

At first glance, the ad shows a happy couple bent towards each other and holding hands, with confetti falling around them. Before even reading the text, you can tell that their unity is a positive, celebratory occasion. They seem just as joyous and in love as any other couple, whether it be homosexual or heterosexual. Underneath the Target logo, placed in the corner somewhat discreetly but still noticeably, it reads "that's love." Such a phrase doesn't market their products with anything like celebrity endorsements or feel good statements like "our products will make you skinnier!" It markets them with love; love doesn't discriminate based on gender. This can make the reader feel many different ways: some will feel disgusted, others will feel confident and glad to see such an advertisement being put out by such a large company. Target puts themselves under scrutiny by supporting such a controversial topic, but continues to market their product anyways.

For some, this advertisement will evoke anger; for others, it might be seen as a step in the right direction towards acceptance of different sexualities. Their line "as unique as the two of you" shows the viewer that it's okay to have a unique sexuality; they can still live a fulfilling life and be as successful as this couple. Target effectively builds up their own ethos by appealing towards LGBTQ customers, couples, and supporters alike. I think the ad is very effective in showing that there's nothing wrong with same sex marriage; being portrayed in the same light as a heterosexual couple, they share the same happiness and love that everyone else does. Target boldly promotes self-love and strength in individuality in a controversial, but effective way.