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This study investigates how drag queen imagery in advertising and mainstream consumers’ tolerance towards homosexuality (i.e., drag queens) affect their attitudes towards the advertisement and brand in the context of beauty brand advertising. Based on the social identity theory, this study posits that implicit (vs. explicit) drag queen-themed imagery and consumers holding high tolerance as an in-group of LGBTQ+ cultures (vs. out-group of lower tolerance individuals) would have greater impact on ad attitude and brand attitude independently and together. A web-based experiment reveals that while different imagery types (implicit vs. explicit) in ads do not differentiate attitudes toward ad and brand, consumers’ individual tolerance of the drag queen culture positively affects such responses. Additionally, the ad imagery and consumer tolerance toward drag queens have an interaction effect on brand attitude via ad attitude in the explicit drag queen-themed imagery condition but not in implicit imagery. The results add insight to a growing body of literature on the LGBTQ+ and social identity theory research and benefit marketers with a better understanding of how to manage drag queen-themed advertisements within mainstream media.

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