LGBT Portrayals in Advertising. Sexual conservatism and the effectiveness of ads depicting straight or trans characters.
Date Issued
June 29, 2023
Author(s)
Abstract
The depiction of transgender characters in advertising is essential for promoting acceptance of this community and reduce stereotyping behavior. Non-binary characters in advertising remain a controversial and understudied issue. Despite the growing evidence on the depiction of the sexes in advertising, there is limited reference to its effectiveness as well as the mediating effect of perceived irritation The present study focuses on to investigate the effectiveness of advertising depicting people from the LGBTQ+ community and identify the role of perceived irritation. Results revealed that sexually conservative (liberal) consumers indicate higher (lower) levels of perceived irritation which in turn lead to a less (more) positive Aad, Abr, and PI.
File(s)![Thumbnail Image]()
Name
ICORIA_2023_paper_150.pdf
Size
130.39 KB
Format
Adobe PDF
Checksum (MD5)
877a93916e3aa38e0e1ad676a52be32a