The Effect of Homosexual Imagery in Advertising on Attitude Toward the Ad

Bhat, Subodh; Leigh, Thomas W.; Wardlow, Daniel L.

doi:10.1300/j082v31n01_10

Cited by 30 publications

(31 citation statements)

References 11 publications

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“…Thus, these individuals will exhibit a level of in-group favoritism toward homosexual imagery in advertisements. Looking at both heterosexuals and homosexuals from an in-group/out-group perspective, Bhat et al (1996) found that gay consumers have more favorable emotional and attitudinal responses to advertisements depicting a gay male couple than to advertisements depicting a heterosexual couple. Thus, it stands to reason that more gay-themed ads will be more likely placed in gay-targeted magazines than in nongay themed ads.…”

Section: Social Identity and Social Identity Theory And Social Adaptamentioning

confidence: 99%

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

Kyung-ok

Kwon

et al. 2013

Journal of Marketing Communications

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Section: Social Identity and Social Identity Theory And Social Adaptamentioning

confidence: 99%

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

Kyung-ok

Kwon

et al. 2013

Journal of Marketing Communications

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“…Companies such as Sony, Apple, American Express, Toyota, Microsoft, IKEA and the alcohol brands of Carillon Importers (e.g. Absolute, Bombay Sapphire) featured homosexual imagery in their advertisements (Bhat, Leigh andWardlow 1996, 1998). Moreover, gay celebrities appeared in advertisements and some fashion magazines such as Esquire and GQ (Elliott, 1992(Elliott, , 1995(Elliott, , 2000.…”

Section: Brief Overview Of Use Of Gay/lesbian Images In Advertisingmentioning

confidence: 99%

“…Moreover, gay celebrities appeared in advertisements and some fashion magazines such as Esquire and GQ (Elliott, 1992(Elliott, , 1995(Elliott, , 2000. Some businesses specifically targeted gay consumers (Bhat et al 1996) as evidenced by increases in advertising spending (e.g. increased from $61.6 million in 1995 to $155.3 million in 1999) in gay publications ('Spending increases in gay magazines ' 2000).…”

Section: Brief Overview Of Use Of Gay/lesbian Images In Advertisingmentioning

confidence: 99%

Fashion brands and gay/lesbian-inclusive advertising in the USA

Chae

Kim

Johnson

2016

Fashion, Style &Amp; Popular Culture

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Within the United States general attitudes towards gays and lesbians (GL) are rapidly undergoing change. Several researchers have previously documented that heterosexual consumers respond negatively to advertisements featuring same-sex couples. At this critical juncture, it is important to reexamine consumer response to fashion advertisements featuring GL images. Using a small qualitative study (n = 10) and an experiment (n = 202) our research purpose was to determine whether consumer attitude towards advertisements, brand attitude, brand distinctiveness and/or brand attractiveness varied based on the level of inclusiveness of GL images (i.e. GL-inclusive vs. non-inclusive). Results from the qualitative project demonstrated most participants responded positively to the advertisements featuring GL images although two participants were worried about unidentified 'negative' influences on the sexual orientation of heterosexual viewers. The inclusiveness level of GL images did not negatively influence attitude towards the advertisements or brand attitude. Rather, GL-inclusive advertising resulted in higher ratings of brand distinctiveness and attractiveness as compared to the non-inclusive advertising. Implications and limitations of this study as well as suggestions for future research are discussed. 252

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“…Desta forma, a homossexualidade pode ser definida tanto pelo comportamento sexual do sujeito, pelos seus sentimentos de atração com relação a pessoas do mesmo sexo biológico ou por autoidentificação (o sujeito se vê como homossexual). Assim, podemos dizer que estes instrumentos acabam sendo prejudicados, dentre outros motivos, pela falta de rigor dos termos científicos empregados (Bhat, Leigh & Wardlow, 1996;Badgett & King, 1997). Além disso, tanto nos Estados Unidos como no Brasil, não existem pesquisas ou dados demográficos oficiais sobre a população homossexual, o que faz com que as informações disponíveis sobre estes indivíduos sejam incompletas, no que diz respeito à caracterização das mesmas.…”

Section: Aferição E Desenvolvimento Do Preconceito Internalizadounclassified

O preconceito sexual internalizado por homossexuais masculinos

Nunan¹,

Jablonski²,

Féres-Carneiro³

2010

Inter. Psicol.

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RESUMOApesar do surgimento, nas últimas décadas, de uma vasta gama de estudos relacionados à homossexualidade, pouco foi produzido sobre o tema do preconceito internalizado. Tendo como base uma articulação entre conceitos oriundos da psicologia social e da psicanálise, procede-se neste trabalho, a partir da literatura existente, a uma investigação sobre o preconceito sexual internalizado, definido como a aceitação pelos indivíduos homossexuais das atitudes negativas veiculadas pela sociedade em relação à homossexualidade. Tal aceitação resulta em sentimentos negativos sobre si mesmo -principalmente culpa e vergonha de ser ou de experienciar desejo homossexual. Busca-se relacionar o preconceito sexual internalizado com suas principais manifestações clínicas, assim como com alguns dos mecanismos de defesa utilizados pelos homossexuais masculinos, a saber: a negação, a formação reativa, a racionalização e o encobrimento. Ao cabo do trabalho, levantam-se algumas questões relacionadas à redução do preconceito internalizado. Palavras-chave: preconceito internalizado; homossexualidade masculina; manifestações clínicas. ABSTRACT Internalized Prejudice in Male HomosexualsDespite the emergence, in the last decades, of a wide range of studies related to homosexuality, little has been produced on the subject of internalized prejudice. Based on an articulation between social psychology and psychoanalytical concepts, as well as existing literature on the subject, this article investigates internalized prejudice, defined as an acceptance by homosexuals of society's negative attitudes regarding homosexuality. Such an acceptance, results in negative feelings towards oneselfmainly shame and guilt of being gay or of experiencing same-sex desire. We strive to relate internalized prejudice with its major clinical manifestations, as well as some of the defense mechanisms used by male homosexuals (denial, reactive formation, rationalization and passing). We conclude the article by raising some issues concerning the reduction of internalized prejudice. Keywords: internalized prejudice; male homosexuality; clinical manifestations.Indivíduos estigmatizados estão frequentemente expostos a ameaças diretas e indiretas a sua autoestima. Estereótipos de que os homossexuais são inferiores, que possuem defeitos de caráter moral, são mantidos tanto por instituições sociais (tais como família, escola, Igreja e Estado) como pelos meios de comunicação de massa em geral (Nunan, 2003). São imagens tão difundidas que se torna difícil deixar de internalizá-las em algum grau, sobretudo durante a infância (Pereira & Leal, 2002). Homossexuais que internalizam estas crenças podem se sentir inferiores aos heterossexuais e incapazes de alcançar objetivos que contradigam o preconceito.Os eventos de vida negativos decorrentes do preconceito institucionalizado e da discriminação podem ser chamados de "estressores externos", enquanto que os "estressores internos" seriam aqueles ligados ao preconceito internalizado (Lipp, 2001). Em outras palavras, pode-se dizer ...

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The Effect of Homosexual Imagery in Advertising on Attitude Toward the Ad

Cited by 30 publications

References 11 publications

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

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

Fashion brands and gay/lesbian-inclusive advertising in the USA

O preconceito sexual internalizado por homossexuais masculinos

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