Seeking the holy grail through gay and lesbian consumers: An exploratory content analysis of ads with gay/lesbian-specific content

Symbols or icons in gay-themed ads: How to target gay audience

“…Um (2012) found an array of gay symbolism in gay-themed ads. Rainbow flags, for example, were used prevalently, implicitly, and explicitly.…”

Bases para la segmentación del mercado homosexual en la ciudad de Lima: Un enfoque para el sector de entretenimiento. Segmentation bases of the homosexual market in the city of Lima: an approach for the entertainment sector.

“…Los consumidores homosexuales son más propensos a viajar y a gastar más (Um, 2012). Por ejemplo, las lesbianas consideran las compras más una actividad social que sus contrapartes heterosexuales (Oakenfull, 2012).…”

“…La implicancia para los responsables de marketing es que cualquier esperanza real de convertirse en una marca notable para los homosexuales requiere de un compromiso de toda la compañía para apoyar causas relacionadas vinculadas con este sector de la población, tanto en las prácticas reales de comercialización como en las prácticas corporativas de las empresas (Gudelanas, 2011). Los consumidores que se definen como homosexuales muestran niveles de aprobación más altos y mejores actitudes hacia el empleo, por parte de la marca, de anuncios con temática vinculadas con su orientación sexual (Um, 2012).…”

The de-feminization of femininity : exploratory content analysis of gay male fashion magazines.

“…While this sample size looked across five editions of this magazine, it seems to fall in line with traditional ideas that gay males are projected as white, upper-middle-class subjects (Um, 2012 De-feminization cannot happen across racial categories, merely because racial representation is little to non-existent. This reinforces the way racial and cultural scripts are constructed, and explain why LGBT people of color must also carve out their own space.…”

“…Several have also attempted to explore the effects that gay advertising has on heterosexual and lesbian/gay communities through content analysis (Um, 2012). In addition, work has been completed to explore different focus groups that produced both gay and heterosexual readings of advertisements in magazine ads (Sender, 1999).…”