RT Journal Article SR Electronic T1 LGBTQ Imagery in Advertising JF Journal of Advertising Research JO J Advert Res FD WARC SP 222 OP 236 DO 10.2501/JAR-2020-009 VO 60 IS 2 A1 Gavin Northey A1 Rebecca Dolan A1 Jane Etheridge A1 Felix Septianto A1 Patrick van Esch YR 2020 UL http://www.journalofadvertisingresearch.com/content/60/2/222.abstract AB Gender is many things to many people. It is at once uniting and divisive. Gender in advertising presents a range of opportunities for marketers but is linked inextricably to concepts of masculinity–femininity and sexuality and has the potential to create strong positive or negative responses from different audiences. Using an experimental methodology, this study examines how depictions of gender and sexuality combine to influence consumer attitudes. The findings demonstrate how individuals' political ideology determines their emotional response to such advertisements and that the resulting emotional response and attitude to the advertisement act as causal mechanisms responsible for product-related attitudes.