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LGBTQ Imagery in Advertising

How Viewers' Political Ideology Shapes Their Emotional Response to Gender And Sexuality in Advertisements

Gavin Northey, Rebecca Dolan, Jane Etheridge, Felix Septianto, Patrick van Esch
DOI: 10.2501/JAR-2020-009 Published 1 June 2020
Gavin Northey
Griffith University,
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  • For correspondence: g.northey@griffith.edu.au
Rebecca Dolan
University of Adelaide,
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  • For correspondence: rebecca.dolan@adelaide.edu.au
Jane Etheridge
Shopper Media Group,
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  • For correspondence: jane.etheridge@shoppermediagroup.com
Felix Septianto
University of Auckland,
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  • For correspondence: f.septianto@auckland.ac.nz
Patrick van Esch
Auckland University of Technology,
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  • For correspondence: patrick.van.esch@aut.ac.nz
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ABSTRACT

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.

  • Received January 31, 2019.
  • Received (in revised form) September 12, 2019.
  • Accepted October 24, 2019.
  • Copyright© 2020 ARF. All rights reserved.
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Vol 60 Issue 2

Journal of Advertising Research: 60 (2)
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LGBTQ Imagery in Advertising
Gavin Northey, Rebecca Dolan, Jane Etheridge, Felix Septianto, Patrick van Esch
Journal of Advertising Research Jun 2020, 60 (2) 222-236; DOI: 10.2501/JAR-2020-009

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LGBTQ Imagery in Advertising
Gavin Northey, Rebecca Dolan, Jane Etheridge, Felix Septianto, Patrick van Esch
Journal of Advertising Research Jun 2020, 60 (2) 222-236; DOI: 10.2501/JAR-2020-009
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • CONCEPTUAL DEVELOPMENT AND HYPOTHESES
    • STUDY 1A
    • STUDY 1B: REPLICATION STUDY
    • GENERAL DISCUSSION
    • ABOUT THE AUTHORS
    • Appendix A Individual Advertisements for Each Condition
    • Appendix B Correlations among Constructs Used in the Mediation Analysis
    • Appendix C Full Mediation Results (Hypothesis 3)
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