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dc.contributor.authorNorthey, Gavin
dc.contributor.authorDolan, Rebecca
dc.contributor.authorEtheridge, Jane
dc.contributor.authorSeptianto, Felix
dc.contributor.authorvan Esch, Patrick
dc.date.accessioned2020-09-16T03:29:26Z
dc.date.available2020-09-16T03:29:26Z
dc.date.issued2020
dc.identifier.issn0021-8499
dc.identifier.doi10.2501/JAR-2020-009
dc.identifier.urihttp://hdl.handle.net/10072/397565
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.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherWorld Advertising Research Centre
dc.relation.ispartofpagefrom222
dc.relation.ispartofpageto236
dc.relation.ispartofissue2
dc.relation.ispartofjournalJournal of Advertising Research
dc.relation.ispartofvolume60
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchCommunication and Media Studies
dc.subject.fieldofresearchcode1505
dc.subject.fieldofresearchcode2001
dc.subject.keywordsSocial Sciences
dc.subject.keywordsBusiness & Economics
dc.subject.keywordsHOMOSEXUAL IMAGERY
dc.titleLGBTQ Imagery in Advertising How Viewers' Political Ideology Shapes Their Emotional Response to Gender And Sexuality in Advertisements
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationNorthey, G; Dolan, R; Etheridge, J; Septianto, F; van Esch, P, LGBTQ Imagery in Advertising How Viewers' Political Ideology Shapes Their Emotional Response to Gender And Sexuality in Advertisements, Journal of Advertising Research, 2020, 60 (2), pp. 222-236
dc.date.updated2020-09-16T03:27:37Z
gro.hasfulltextNo Full Text
gro.griffith.authorNorthey, Gavin
gro.griffith.authorVan Esch, Patrick


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