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To be successful, brands should incorporate diversity in their advertising strategy. One way is to demonstrate their support for the LGBTQI community in mainstream media. This study aims to examine situational factors that affect the responses to gay presenters in mainstream media.

Two experimental studies were conducted in a 2 (luxury vs value brand) × 2 (gay vs heterosexual presenters) between-subjects design. Study 1 explores the interaction effects, whereas Study 2 introduces perceived congruence between the presenters and the product as a mediator.

The results show that using gay presenters in luxury brand ads leads to a more positive attitude toward the advertisement and higher product evaluation than using heterosexual presenters, whereas using heterosexual presenters to represent a value brand leads to a higher attitude and product evaluation than using gay presenters.

Nowadays, there is a greater need for inclusiveness and diversity in advertising. Brands need to pay attention to various underrepresented groups and adapt their strategy accordingly. This study shows that in appropriate situations, gay presenters can improve the image of a brand among heterosexual as well as gay consumers.

Expanding the match-up hypothesis theory, this work shows that a match can include not just an individual endorser but also the social category the endorser represents and stereotypical beliefs associated with that group.

The purpose of this paper is to examine the responses of a convenience sample of 65 heterosexual and 64 homosexual respondents to a series of fashion oriented print advertisements depicting overt or ambiguous gay male or lesbian themes.

The study is based upon the survey responses of a group of heterosexual and homosexual university students enrolled at three universities in the southeastern United States. Advertisements selected for inclusion in the study were drawn from magazines that target this group. One advertisement representing each level of homosexual content (overtly gay male, overtly lesbian, ambiguously gay male, ambiguously lesbian) as well as one heterosexual advertisement were used in the study in a within subjects design. Paired t‐tests were used to compare mean A_brand and A_ad responses across various groups.

Attitude toward the ad and before‐after exposure toward the brand were compared in male and female heterosexual and homosexual respondents. Results show that heterosexual males and females prefer less overt gay male and lesbian depictions, while gay males and lesbians prefer more overt depictions of themselves, particularly gay male imagery.

This study examines the responses of one specific segment of the gay and lesbian population: traditional‐aged university students. Characters portrayed in the advertisements were also young people and do not represent the inherent diversity in this population. It would be desirable, therefore, to extend this study to an investigation of the broader gay and lesbian population.

Implications for marketers of fashion products suggest that effectual character depictions in fashion advertisements vary by both gender and sexual orientation.

This paper represents a cross‐sectional examination of heterosexual and homosexual responses to a series of fashion advertisements in the United States and provides useful insights to marketers of fashion products.

The purpose of this study is to examine negative depictions of male homosexuality in US print and video advertising during the twentieth and early twenty-first centuries. It answers three research questions: What sorts of negative depictions of homosexuality are presented? How, if at all, have pejorative depictions of gay men evolved in the past 100 years? and Why have they changed?

The authors specify eight depictions of negative imagery in advertising and, using content analysis, assess 88 print and video advertisements featuring 133 depictions culled from a large sample.

Analysis reveals that, once rare, there has been a rapid expansion of negative gay imagery in advertisements beginning in 2000, even as gays are gain increasing acceptance and visibility. Typical advertisement depictions have evolved from men dressed as woman early in the twentieth century to men reacting with fear, revulsion or even violence to concerns that they might be gay or be subject to homosexual advances.

Given the paucity of available imagery, data collection was opportunistic and resulted in a relatively small sample.

Practitioners can benefit from explication of how various audiences can view certain advertisement depictions of gay men as insulting or threatening. They can then become more attuned to the impact of negative minority depictions in general.

Society can benefit from heightened awareness of the impact imagery can have on minority or marginalized groups. Results further illustrate society’s evolving and ambivalent views on homosexuality, the visibility of gay imagery in media in general and changing notions of manhood and masculinity.

The authors are aware of no other study that specifically categorizes and assesses negative depictions of gay advertisement imagery.

Through investigating how Belgian LGBTQ people evaluate gay-themed print and television advertising in mainstream media, the purpose of this study is to explore how gay-themed advertising strategies are evaluated in relation to context.

Qualitative in-depth interviews were conducted with 17 Flemish self-identified lesbian, gay male and bisexual people.

Findings of this research demonstrate the importance of the situated context in which LGBTQ people receive and evaluate gay-themed advertisements. By offering a common stock of social knowledge and experience, context creates a framework against which LGBTQ people evaluate gay-themed advertisements. In this specific research that was conducted in a Western-European LGBTQ-friendly society (Belgium), critical evaluations of gay-washing and the dirty laundry effect were found. The positive evaluations of explicit gay-themed and inclusive advertisements also highlighted the importance of advertising an inclusive society.

In considering how gay-themed advertising evaluations relate to context and lived experiences, this research contributes to current knowledge on gay-themed advertising and its reception within LGBTQ groups.

This research offers valuable insights to marketers on how to target sexual minorities in LGBTQ (un)friendly societies.

Findings highlight the social importance of minority-oriented advertising. Not only can such advertising promote civic inclusion and social recognition of minority groups, it also has the potential to play a key role in the construction and normalisation of identities.

In an effort to reinvigorate current marketing debates on gay-themed advertising, this study builds on theoretical insights gained via reception research and LGBTQ studies. In doing so, this research yields a more nuanced and contextualised understanding of LGBTQ people’s engagement with various gay-themed advertisements. Considering within a Western European society the relevance of context when researching gay-themed advertisement reception, the results add to primarily US-based research on this topic.

This study aims to provide a conceptual framework to investigate the effects of consumer attitudes toward brands and attitudes toward a series of fashion oriented print advertisements with and without homosexual themes, on consumer willingness to buy from brands. The influence of consumer skepticism and inferences of manipulative intent (IMI) as moderators between these variables is also investigated. This study also closes various research gaps identified within the literature.

A self-administered survey instrument was designed using established scales to collect data through an online questionnaire. Fashion advertisements namely one advertisement representing homosexual content and one heterosexual advertisement were used in the study within subjects (e.g. male and female) design. Statistical techniques, specifically factor analysis, regressions and multiple regressions are used to analyze the data.

The findings indicate significant and positive relationships between attitude toward the brand and advertisement as well as willingness to buy for both males and females. The moderation analyses noted that consumer skepticism enhanced the relationship between attitude toward the brand and attitude toward the advertisement, but weakened the relationship between attitude toward the advertisement and willingness to buy, only for the female cohort. Similarly, a weakening effect of IMI was noted on the relationship between attitude toward the advertisement and willingness to buy.

The current study contributes to the literature on homosexual imagery in advertising. In applying the persuasion knowledge model, the current study demonstrates the applicability of the model to homosexual themes in fashion advertising while accounting for the effects of consumer skepticism and IMI.

The current research highlights the importance of accounting for gender differences when introducing homosexual themes in fashion advertisements. Heterosexual males and females differ in their attitudes toward homosexual themes in fashion advertising, as well as how skeptical they are with regards to the motives of the advertiser. While a great deal of acceptance is already present in today's society, these differences still need to be accounted for in future fashion advertising campaigns.

The present study represents an examination of consumer responses to a series of fashion advertisements in Australia and provides useful implications to marketers of fashion products. The study further contributes to the literature on consumer skepticism and IMI with regards to cause-related advertising.

The purpose of this study is to examine the effects of physical servicescape, social servicescape and age on gay consumers’ evaluations of a LGBT advertisement of a gay bar of a gay bar.

A 2 × 2 × 2 experimental design was used to test the effects with a sample of gay males in the USA. Data were analyzed using ANCOVA and bootstrapping mediation.

Results of this study indicate a statistically significant three-way interaction effect of the two independent variables and age on the gay bar’s perceived LGBT (lesbian/gay/bisexual/transgender)-friendliness. Perceived friendliness mediated the effects of the independent variables on behavioral intentions. Furthermore, the mediation effect was moderated by the age cohort.

The findings indicate a changing perception of gay servicescape between the older and younger gay men. Implications for hospitality managers are provided.

This research contributes to the servicescape literature by expanding the realm of research to gay servicescape and gay consumers, an emergent and more visible hospitality segment.

The purpose of this paper is to research lesbian fashion consumption in order to draw conclusions on the attractiveness of the lesbian target segment for the fashion industry. So far, lesbians’ fashion consumption behaviour has hardly been researched. However, an evinced lesbian stereotype exists which describes doctrinal feminists with an antipathy against consumption in general and fashion shopping in particular. In contrast, gay men have been identified quite contrary as an attractive market segment and marketers have started to particularly target this so-called “dream market”.

First, qualitative semi-structured interviews (n=18) were conducted to gain first insights into fashion consumption behaviour of lesbians. Second, a quantitative online survey (n=879) was carried out to generate more detailed findings. Due to the difficult reachability of the homosexual consumer target group, the segment’s high online media affinity was used and data collection was conducted through popular German homepages targeted to homosexuals (esp. “queer.de” and “lesarion.de”). The research investigated fashion-consciousness, willingness to pay, brand-affinity, and openness to homosexual marketing. In addition, influencing factors – such as the affinity towards the homosexual scene, career orientation, income, age, status of coming out, and number of inhabitants of the city of residence – have been researched.

Results prove that lesbians are an equally attractive and financially interesting market segment for fashion marketers as gays. Lesbians have a similarly high fashion-consciousness and willingness to pay, and an even higher brand-affinity – but a lower openness to homosexual marketing than gays. Especially scene-affine femme lesbians with a high-paid professional career are a highly attractive market segment. The study proves the attractiveness of the lesbian target segment for fashion marketing and debunks the myth of the consumption-averse lesbian stereotype.

This paper provides evidence on the attractiveness of the lesbian market segment for the fashion industry. Due to its size and financial attractiveness, the question whether to target lesbians with a specifically adopted marketing mix should be raised.

Research on lesbians’ fashion consumption behaviour in general is very scarce and on fashion consumption behaviour in particular is almost non-existent. This study is a first attempt to analyse the major areas of fashion consumption for the German market.

The progressive limits to rights mobilization have become starkly apparent in the past two decades. No new suspect classes have been forthcoming from the Supreme Court since 1977 despite continued demands for legal recognition by lesbians and gays, indigenous peoples and others interested in expanding civil rights doctrine. Public tolerance for civil rights measures has likewise dried up. Since the 1960s, referenda on civil rights have halted affirmative action programs, limited school busing and housing discrimination protections, promoted English-only laws, limited AIDS policies, and ended the judicial recognition of same-sex marriage, among other issues. Nearly 80% of these referenda have had outcomes realizing the Madisonian fear of “majority tyranny”¹ and signaling the Nietzschean dread of a politics of resentment (Brown, 1995, p. 214; Connolly, 1991, p. 64).

With its preference for small government and fiscal responsibility, the Tea Party movement claims to be conservative. Yet, their tactics and rhetoric belie this claim. The shrill attacks against Blacks, illegal immigrants, and gay rights are all consistent with conservatism, but suggesting that the president is a socialist bent on ruining the country, is beyond politics. This chapter shows that Richard Hofstadter's thesis about the “paranoid style” of American politics helps characterize the Tea Party's pseudo-conservatism. Through a comprehensive analysis of qualitative interviews, content analysis and public opinion data, we find that Tea Party sympathizers are not mainstream conservatives, but rather, they hold a strong sense of out-group anxiety and a concern over the social and demographic changes in America.

This paper aims to investigate whether portrayals of homosexuality in advertising can generate social effects in terms of consumer-perceived social connectedness and empathy.

In three experimental studies, the effects of advertising portrayals of homosexuality were compared to advertising portrayals of heterosexuality. Study 1 uses a thought-listing exercise to explore whether portrayals of homosexuality (vs heterosexuality) can evoke more other-related thoughts and whether such portrayals affect consumer-perceived social connectedness and empathy. Study 2 replicates the findings while introducing attitudes toward homosexuality as a boundary condition and measuring traditional advertising effects. Study 3 replicates the findings while controlling for gender, perceived similarity and targetedness.

The results show that portrayals of homosexuality in advertising can prime consumers to think about other people, thereby affecting them socially. In line with previous studies of portrayals of homosexuality in advertising, these effects are moderated by attitudes toward homosexuality.

This paper adds to a growing body of literature on the potentially positive extended effects of advertising. They also challenge some of the previous findings regarding homosexuality in advertising.

The finding that portrayals of homosexuality in advertising can (at least, temporarily) affect consumers socially in terms of social connectedness and empathy should encourage marketers to explore the possibilities of creating advertising that benefits consumers and brands alike.

The paper challenges the idea that the extended effects of advertising have to be negative. By showing how portrayals of homosexuality can increase social connectedness and empathy, it adds to the discussion of the advantages and disadvantages of advertising on a societal level.