Many companies openly support gay marriage, such as Amazon, Microsoft, Starbucks, and Nike... according to Businessweek. Even if a company doesn't take a stand on the issue, they recognize the Gay, Lesbian, Bisexual, and Transgender audience as one at which marketing can be directed. JC Penney hired lesbian comedian Ellen DeGeneres as it's spokeswoman, and it's June catalog features a Father's Day ad with two gay dads playing with their children. American Airlines installed bus shelter ads in New York which read, "Here's to His and His Beach Towels"... and Marriott targets gay travelers with a web campaign which reads, "Be You, With Us".
According to an article in The Denver Post, marketers have used "gay vague" advertising in the past, which contain subtle gay content in order to steer clear of backlash. However now advertisers are moving towards specifically gay imagery to aim the content at the gay-supportive audience.