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  • LGBTQ Imagery in Advertising How Viewers' Political Ideology Shapes Their Emotional Response to Gender And Sexuality in Advertisements

    Author(s)
    Northey, Gavin
    Dolan, Rebecca
    Etheridge, Jane
    Septianto, Felix
    van Esch, Patrick
    Griffith University Author(s)
    Northey, Gavin
    Year published
    2020
    Metadata
    Show full item record
    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 ...
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    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.
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    Journal Title
    Journal of Advertising Research
    Volume
    60
    Issue
    2
    DOI
    https://doi.org/10.2501/JAR-2020-009
    Subject
    Marketing
    Communication and Media Studies
    Social Sciences
    Business & Economics
    HOMOSEXUAL IMAGERY
    Publication URI
    http://hdl.handle.net/10072/397565
    Collection
    • Journal articles

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