Please use this identifier to cite or link to this item: http://hdl.handle.net/2440/129469
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dc.contributor.authorNorthey, G.en
dc.contributor.authorDolan, R.M.en
dc.contributor.authorEtheridge, J.en
dc.contributor.authorSeptianto, F.en
dc.contributor.authorVan Esch, P.en
dc.date.issued2020en
dc.identifier.citationJournal of Advertising Research, 2020; 60(2):222-236en
dc.identifier.issn0021-8499en
dc.identifier.issn1740-1909en
dc.identifier.urihttp://hdl.handle.net/2440/129469-
dc.descriptionPublished online April 24, 2020.en
dc.description.abstractGender is many things to many people. It is at once uniting and divisive. Gender in advertising presents a range of opportunities for marketers but is linked inextricably to concepts of masculinity–femininity and sexuality and has the potential to create strong positive or negative responses from different audiences. Using an experimental methodology, this study examines how depictions of gender and sexuality combine to influence consumer attitudes. The findings demonstrate how individuals’ political ideology determines their emotional response to such advertisements and that the resulting emotional response and attitude to the advertisement act as causal mechanisms responsible for product-related attitudes.en
dc.description.statementofresponsibilityGavin Northey, Rebecca Dolan, Jane Etheridge, Felix Septianto, Patrick van Eschen
dc.language.isoenen
dc.publisherAdvertising Research Foundation by WARCen
dc.rightsCopyright© 2020 ARF. All rights reserved.en
dc.source.urihttp://www.journalofadvertisingresearch.com/content/60/2/222.full.pdf+htmlen
dc.titleLGBTQ imagery in advertising: how viewers' political ideology shapes their emotional response to gender and sexuality in advertisementsen
dc.typeJournal articleen
dc.identifier.rmid1000031607en
dc.identifier.doi10.2501/JAR-2020-009en
dc.identifier.pubid549263-
pubs.library.collectionBusiness School publicationsen
pubs.library.teamDS03en
pubs.verification-statusVerifieden
pubs.publication-statusPublisheden
dc.identifier.orcidDolan, R.M. [0000-0002-7481-8601]en
Appears in Collections:Business School publications

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