PT  - JOURNAL ARTICLE
AU  - Northey, Gavin
AU  - Dolan, Rebecca
AU  - Etheridge, Jane
AU  - Septianto, Felix
AU  - van Esch, Patrick
TI  - LGBTQ Imagery in Advertising
AID  - 10.2501/JAR-2020-009
DP  - 2020 Jun 01
TA  - Journal of Advertising Research
PG  - 222--236
VI  - 60
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/60/2/222.short
4100  - http://www.journalofadvertisingresearch.com/content/60/2/222.full
SO  - J Advert Res2020 Jun 01; 60
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.