Jump to full article: The Oregonian, 2009-03-04
Author: Paige Parker, The Oregonian
Intro: The cigarette pitch demands a second look.
Two ripped, rakish men and one lean, pristine hound pause, inexplicably, in the cool shallows of a calm green sea.
"How gay is this ad?" R.E. Szego, a Portland tobacco-prevention specialist, asks when she sees such an image.
It's a sincere question, not a slam.
Wooed for years by tobacco companies -- who lavish free merchandise on their bars and clubs, sponsor their events and advertise heavily in their publications -- gays, lesbians and bisexuals remain hooked on cigarettes, even as the general population smokes less.
But public health specialists are optimistic that a new ban on smoking in Oregon bars will cause a decline in the smoking rates of gays and lesbians, who tend to pick up the habit as teens coming to terms with stigma surrounding their sexual identity.
"If you were coming up gay, it used to be the only place you got to meet was in a bar," says Michael Kaplan, executive director of Cascade AIDS Project and a former pack-a-day smoker. "If you wanted to fit in, you'd smoke."
About one in three gay, lesbian and bisexual Oregonians smoke . . .
Tobacco foes call the cigarette companies' marketing techniques "gay vague." It's a love-that-dare-not-speak-its-name style of advertising heavy on images of hearty women fishing in the woods and beefy bartenders leveling come-hither gazes at ... no one in particular.
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