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- Title
Unraveling the Movement from the Marketplace: Lesbian Responses to Gay-Oriented Advertising.
- Authors
Oakenfull, Gillian
- Abstract
This research examines the effect of lesbians' in-group/out-group considerations of gay males on their responses to both gendered and non-gendered gay-oriented imagery. The findings indicate that lesbians' consideration of the extent to which they feel they share group membership with gay males plays a vital role in determining their attitudes towards advertisements that depict lesbian, gay male, or non-gendered ad content. These findings suggest that advertisers' current practice of predominantly using advertisements with gay male imagery is unnecessarily disenfranchising lesbians who do not consider themselves as sharing an in-group with gay males.
- Subjects
LESBIANISM; ADVERTISING; LGBTQ+ consumers; CONSUMPTION (Economics); AMERICAN business enterprises; LGBTQ+ communities; SOCIAL movements
- Publication
Journal of Marketing Development & Competitiveness, 2013, Vol 7, Issue 2, p57
- ISSN
2155-2843
- Publication type
Article