LGBTQ imagery in advertising: how viewers' political ideology shapes their emotional response to gender and sexuality in advertisements

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dc.contributor.authorNorthey, G.
dc.contributor.authorDolan, R.M.
dc.contributor.authorEtheridge, J.
dc.contributor.authorSeptianto, F.
dc.contributor.authorVan Esch, P.
dc.date.issued2020
dc.descriptionPublished online April 24, 2020.
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.
dc.description.statementofresponsibilityGavin Northey, Rebecca Dolan, Jane Etheridge, Felix Septianto, Patrick van Esch
dc.identifier.citationJournal of Advertising Research, 2020; 60(2):222-236
dc.identifier.doi10.2501/JAR-2020-009
dc.identifier.issn0021-8499
dc.identifier.issn1740-1909
dc.identifier.orcidDolan, R.M. [0000-0002-7481-8601]
dc.identifier.urihttp://hdl.handle.net/2440/129469
dc.language.isoen
dc.publisherAdvertising Research Foundation by WARC
dc.rightsCopyright© 2020 ARF. All rights reserved.
dc.source.urihttp://www.journalofadvertisingresearch.com/content/60/2/222.full.pdf+html
dc.titleLGBTQ imagery in advertising: how viewers' political ideology shapes their emotional response to gender and sexuality in advertisements
dc.typeJournal article
pubs.publication-statusPublished

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