RT Journal Article
SR Electronic
T1 Targeting a Minority without Alienating the Majority: Advertising to Gays and Lesbians in Mainstream Media
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 191
OP 198
DO 10.2501/S0021849908080239
VO 48
IS 2
A1 Gillian K. Oakenfull
A1 Michael S. Mccarthy
A1 Timothy B. Greenlee
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/2/191.abstract
AB Although marketers generally consider homosexuals to be a desirable market segment, they are not targeted using mainstream media because it is expected that heterosexuals will react negatively to homosexual advertising messages. However, this study found that consumers' response to heterosexual or homosexual advertising content was affected by the type of homosexual imagery used in the advertisement and the gender and sexual orientation of the consumer viewing the advertisement. The findings indicate that marketers advertising to homosexual consumers using the mainstream media should use advertising incorporating gay and lesbian subcultural symbolism whenever possible.