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Journal of Advertising Volume 48, 2019 - Issue 4
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Literature Review Corner

Consumer Responses to Homosexual Imagery in Advertising: A Meta-Analysis

Martin EisendEuropean University Viadrina, Frankfurt (Oder), GermanyView further author information
&
Erik HermannEuropean University Viadrina, Frankfurt (Oder), GermanyView further author information
Pages 380-400 | Received 07 Dec 2018, Accepted 12 May 2019, Published online: 17 Jul 2019

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Appendix References

  • Aaker, Jennifer L., Anne M. Brumbaugh, and Sonya A. Grier (2000), “Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes,” Journal of Consumer Psychology, 9 (3), 127–40.
  • Akermanidis, Ereni (2013), “Erasing the Line between Homosexual and Heterosexual Advertising: A Perspective from the Educated Youth Population,” unpublished thesis, University of The Witwatersrand, Johannesburg.
  • ——, and Marike Venter (2014), “Erasing the Line between Homosexual and Heterosexual Advertising: A Perspective from the Educated Youth Population,” Retail and Marketing Review, 10 (1), 50–64.
  • Åkestam, Nina (2017), “Understanding Advertising Stereotypes: Social and Brand-Related Effects of Stereotyped versus Non-Stereotyped Portrayals in Advertising,” unpublished doctoral dissertation, Stockholm School of Economics.
  • ——, Sara Rosengren, and Micael Dahlen (2017), “Think About It—Can Portrayals of Homosexuality in Advertising Prime Consumer-Perceived Social Connectedness and Empathy?,” European Journal of Marketing, 51 (1), 82–98.
  • Angelini, James R., and Samuel D. Bradley (2010), “Homosexual Imagery in Print Advertisements: Attended, Remembered, But Disliked,” Journal of Homosexuality, 57 (4), 485–502.
  • Arias, David (2016), “Effectiveness of Commercials with Same-Sex Affection,” unpublished thesis, San Diego State University.
  • Bhat, Subodh, Thomas W. Leigh, and Daniel L. Wardlow (1996), “The Effect of Homosexual Imagery in Advertising on Attitude toward the Ad,” Journal of Homosexuality, 21 (1–2), 161–76.
  • ——, ——, and —— (1998), “The Effect of Consumer Prejudices on Ad Processing: Heterosexual Consumers' Responses to Homosexual Imagery in Ads,” Journal of Advertising, 27 (4), 9–28.
  • Chae, Yoori, Yumin Kim, and Kim K.P. Johnson (2016), “Fashion Brands and Gay/Lesbian-Inclusive Advertising in the USA,” Fashion, Style, and Popular Culture, 2 (2), 251–67.
  • Chinchanachokchai, Sydney (2017), “The Effects of Using Homosexual Presenters in Luxurious Product Advertising,” paper presented at American Academy of Advertising, Boston, MA, March.
  • Cunningham, George B., and E. Nicole Melton (2014), “Signals and Cues: LGBT Inclusive Advertising and Consumer Attraction,” Sport Marketing Quarterly, 23 (1), 37–46.
  • Descubes, Irena, Tom McNamara, and Douglas Bryson (2018), “Lesbians’ Assessments of Gay Advertising in France: Not Necessarily a Case of ‘La Vie en Rose?’,” Journal of Marketing Management, 34 (7–8), 639–63.
  • ——, ——, and Virginie Léger (2014), “Lesbian Perceptions of Gay Advertising in a French Context: A Case of Not Necessarily ‘La Vie en Rose,’” working paper, ESC Rennes School of Business, Rennes, France, June.
  • Dotson, Michael J., Eva M. Hyatt, and Lisa Petty Thompson (2009), “Sexual Orientation and Gender Effects of Exposure to Gay- and Lesbian-Themed Fashion Advertisements,” Journal of Fashion Marketing and Management, 13 (3), 431–47.
  • Hester, Joe Bob, and Rhonda Gibson (2007), “Consumer Responses to Gay-Themed Imagery in Advertising,” Advertising and Society Review, 8 (2), 1–26.
  • Hooten, Mary Ann, Kristina Noeva, and Frank Hammonds (2009), “The Effects of Homosexual Imagery in Advertisements on Brand Perception and Purchase Intention,” Social Behavior and Personality, 37 (9), 1231–38.
  • Ivory, Adrienne Holz (2007a), “Sexual Orientation: A Peripheral Cue in Advertising?,” unpublished thesis, Virginia Polytechnic Institute and State University.
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  • —— (2019), “Sexual Orientation as a Peripheral Cue in Advertising: Effects of Models’ Sexual Orientation, Argument Strength, and Involvement on Responses to Magazine Ads,” Journal of Homosexuality, 66 (1), 31–59.
  • Oakenfull, Gillian K. (2005), “The Effect of Gay Identity, Gender, and Gay Imagery on Gay Consumers’ Attitude towards Advertising,” Advances in Consumer Research, 1, 641–42.
  • —— (2007), “Effects of Gay Identity, Gender and Explicitness of Advertising Imagery on Gay Responses to Advertising,” Journal of Homosexuality, 53 (4), 49–69.
  • —— (2013), “Unraveling the Movement from the Marketplace: Lesbian Responses to Gay-Oriented Advertising,” Journal of Marketing Development and Competitiveness, 7 (2), 57–71.
  • ——, and Timothy B. Greenlee (2004), “The Three Rules of Crossing Over from Gay Media to Mainstream Media Advertising: Lesbians, Lesbians, Lesbians,” Journal of Business Research, 57 (11), 1276–85.
  • ——, and —— (2005), “Queer Eye for a Gay Guy: Using Market-Specific Symbols in Advertising to Attract Gay Consumers without Alienating the Mainstream,” Psychology and Marketing, 22 (5), 421–39.
  • ——, Michael S. McCarthy, and Timothy B. Greenlee (2008), “Targeting a Minority without Alienating the Majority: Advertising to Gays and Lesbians in Mainstream Media,” Journal of Advertising Research, 48 (2), 191–98.
  • Parker, Heidi M., and Janet S. Fink (2012), “Arrest Record or Openly Gay: The Impact of Athletes' Personal Lives on Endorser Effectiveness,” Sport Marketing Quarterly, 21 (2), 70–79.
  • Pounders, Kathryn, and Amanda Mabry-Flynn (2016), “Consumer Response to Gay and Lesbian Imagery: How Product Type and Stereotypes Affect Consumers’ Perceptions,” Journal of Advertising Research, 54 (5), 426–40.
  • Puntoni, Stefano, Joelle Vanhamme, and Ruben Visscher (2011), “Two Birds and One Stone. Purposeful Polysemy in Minority Targeting and Advertising Evaluations,” Journal of Advertising, 40 (1), 25–41.
  • Read, Glenna L., Irene I. van Driel, and Robert F. Potter (2018), “Same-Sex Couples in Advertisements: An Investigation of the Role of Implicit Attitudes on Cognitive Processing and Evaluation,” Journal of Advertising, 47 (2), 182–97.
  • Rowden, Mandie (2017), “Attitudes Toward Homosexual Imagery in Advertisements: An Examination of Moderating Variables,” unpublished thesis, Middle Tennessee State University.
  • Shepherd, Steven, Aaron Kay, Tanya L. Chartrand, and Gavan J. Fitzsimons (2015a), “Cultural Diversity in Advertising and Representing Different Visions of America,” Advances in Consumer Research, 43 (1), 24–25.
  • ——, ——, ——, and —— (2015b), “w/o title,” unpublished manuscript.
  • Um, Nam-Hyun (2014), “Does Gay-Themed Advertising Haunt Your Brand?,” International Journal of Advertising, 33 (4), 811–32.
  • —— (2016), “Consumers' Responses to Implicit and Explicit Gay-Themed Advertising in Gay vs. Mainstream Media,” Journal of Promotion Management, 22 (3), 461–77.
  • ——, Jong Min Kim, and Sojung Kim (2016), “Korea out of the Closet: Effects of Gay-Themed Ads of Young Korean Consumers,” Asian Journal of Communication, 26 (3), 240–61.

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