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budweiser – coming home

This military-themed Budweiser advertisement, released in April of 2011, was regarded by some viewers as bearing a strong gay subtext, perhaps even going as far to demonstrate an overt display of support for gays in the military. Although the military is clearly a fitting theme for a brand like Budweiser – traditionally associated with masculinity and patriotism – this potential showing of support for the LGBT community would certainly be a new turn for the beer company.


When you first watched this advertisement, did you read it as suggesting a homosexual relationship between the two male characters? Why or why not?

If Budweiser had indeed intended to target the ad as support for the gay community, why do you think they made this decision? What might they gain? ? What might they risk?

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