Masculinity and Gay-Friendly Advertising: A Comparative Analysis Between the Italian and US Market

Federici, Eleonora; Bernardelli, Andrea

doi:10.1057/978-1-349-95327-1_3

Cited by 5 publications

(3 citation statements)

References 10 publications

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“…https://www.instagram.com/dulceida La diversidad y la inclusión acaparan la atención de la propia investigación publicitaria (Eisend;Muldrow;Rosengren, 2023). Estudios previos (Alvarado-López; De-Andrés-Del-Campo; García- Herrero, 2018;Federici;Bernardelli, 2018;Cordova-Vargas;Gallardo-Echenique, 2022;Shu-Chuan, 2022) han evidenciado una nueva realidad en la publicidad, en la que la diversidad de identidad de género y de orientación sexual se representa de manera positiva. Sin embargo, otros estudios han resaltado la predominancia del perfil heterosexual y homosexual en las historias publicitarias (Romero-López; Checa-Olmos, 2023).…”

Section: La Diversidad De Género Y Sexo En Publicidadunclassified

Visibilizando la diversidad de identidad de género y de orientación sexual a través de la publicidad

Castelló-Martínez

2023

ThinKEPI

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En la búsqueda de nuevos nichos de mercado, el colectivo LGTBIQA+ se ha erigido como un grupo de población en el que las marcas han puesto el foco. Sus estrategias creativas se afanan en ofrecer historias publicitarias que visibilicen la diversidad de identidad de género y de orientación sexual de manera positiva y apostando por la realidad real. La defensa de la pluralidad, en este sentido, converge con el llamado activismo de marca, con el que las compañías pretenden mostrar transparencia y compromiso y transmitir una actitud de escucha, reflejando en sus estrategias comunicativas su contribución en la mejora de la sociedad. La presente reflexión ofrece una revisión de más de 20 ejemplos que ilustran cómo la comunicación publicitaria tiene una gran responsabilidad para con la sociedad, como espacio emocional, reivindicativo y de cambio social.

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Section: La Diversidad De Género Y Sexo En Publicidadunclassified

Visibilizando la diversidad de identidad de género y de orientación sexual a través de la publicidad

Castelló-Martínez

2023

ThinKEPI

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“…To ensure the study's ecological validity, a pre-existing 1 min television commercial produced by the jewelry brand Tiffany, in which a gay man proposes to his boyfriend, was selected as the media stimulus. The commercial has previously been rated as a positive example of commercials portraying gay protagonists (Federici and Bernardelli, 2018). In this study, the commercial's original soundtrack was deleted, and, as the planned manipulation, the commercial was set to masculine-or feminine-connoted instrumental background music.…”

Section: Selection Of the Advertising Stimulusmentioning

confidence: 99%

“…Åkestam et al (2017) called for a more intensive exploration of the possible positive social impacts of diversity in marketing. Bearing in mind that advertising can have positive as well as negative cultural and social influences on society (e.g., Spielvogel and Terlutter, 2013;Dahlén et al, 2014;Federici and Bernardelli, 2018), recent studies have emphasized the importance of careful and conscious commercial composition (e.g., model-product fit in Pounders and Mabry-Flynn, 2016). In line with this idea, the use of specific, carefully selected background music in audio-visual advertising could at least partially prevent the unintended negative effects of gay-themed advertising.…”

Section: Critical Remarks and Implications For Future Researchmentioning

confidence: 99%

Sounds Like Respect. The Impact of Background Music on the Acceptance of Gay Men in Audio-Visual Advertising

Herget

Bötzl

2021

Front. Psychol.

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Companies increasingly seek to use gay protagonists in audio-visual commercials to attract a new affluent target group. There is also growing demand for the diversity present in society to be reflected in media formats such as advertising. Studies have shown, however, that heterosexual consumers (especially men), who may be part of the company's loyal consumer base, tend to react negatively to gay-themed advertising campaigns. Searching for an instrument to mitigate this unwanted effect, the present study investigated whether carefully selected background music can shape the perceived gender of gay male advertising protagonists. In a 2 × 2 between-subjects online experiment (musical connotation × gender of the participant), 218 heterosexual participants watched a commercial promoting engagement rings that featured gay male protagonists, scored with feminine- or masculine-connoted background music. As expected, women generally reacted more positively than men to the advertising. Men exposed to the masculine-connoted background music rated the promoted brand more positively, and masculine music also enhanced (at least in the short term) these men's acceptance of gay men in general (low and medium effect sizes) more than was the case for feminine background music. Carefully selected background music affecting the perceived gender of gay male advertising protagonists may prevent negative reactions from heterosexual audiences and, therefore, motivate companies to use gay protagonists in television commercials on a more regular basis.

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‘Real men score’: masculinity in contemporary advertising discourse

Islentyeva

Zimmermann

Schützinger

et al. 2023

Critical Discourse Studies

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Masculinity and Gay-Friendly Advertising: A Comparative Analysis Between the Italian and US Market

Cited by 5 publications

References 10 publications

Visibilizando la diversidad de identidad de género y de orientación sexual a través de la publicidad

Visibilizando la diversidad de identidad de género y de orientación sexual a través de la publicidad

Sounds Like Respect. The Impact of Background Music on the Acceptance of Gay Men in Audio-Visual Advertising

‘Real men score’: masculinity in contemporary advertising discourse

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