RT Journal Article SR Electronic T1 An Investigation of Androgyny and Sexual Orientation in Advertising JF Journal of Advertising Research JO J Advert Res FD WARC SP 276 OP 288 DO 10.2501/JAR-2021-001 VO 61 IS 3 A1 Kelly Cowart A1 Phillip Wagner YR 2021 UL http://www.journalofadvertisingresearch.com/content/61/3/276.abstract AB This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand. When viewing separate advertisements featuring a female, a male, or an androgynous model, heterosexual subjects had significantly lower evaluations of the androgynous advertisement and significantly higher evaluations of the female advertisement. In a second study, an androgynous model representing a luxury brand received significantly higher evaluations than when associated with a nonluxury brand. Male subjects offered significantly lower evaluations of the androgynous advertisements than other subjects. The combined results suggest that advertisements featuring androgynous imagery may evoke diverse responses from mainstream and LGBTQ+ consumer segments.