LGBTQ imagery in advertising: how viewers' political ideology shapes their emotional response to gender and sexuality in advertisements
Date
2020
Authors
Northey, G.
Dolan, R.M.
Etheridge, J.
Septianto, F.
Van Esch, P.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Journal article
Citation
Journal of Advertising Research, 2020; 60(2):222-236
Statement of Responsibility
Gavin Northey, Rebecca Dolan, Jane Etheridge, Felix Septianto, Patrick van Esch
Conference Name
Abstract
Gender 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.
School/Discipline
Dissertation Note
Provenance
Description
Published online April 24, 2020.
Access Status
Rights
Copyright© 2020 ARF. All rights reserved.