Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/31110
Τίτλος: LGBT Portrayals in Advertising. Sexual conservatism and the effectiveness of ads depicting straight or trans characters.
Συγγραφείς: Leonidou, Sophia 
Voutsa, Maria C. 
Major Field of Science: Social Sciences
Field Category: Media and Communications
Λέξεις-κλειδιά: LGBT;advertising effectiveness;sexual conservatism;irritation;transgender
Ημερομηνία Έκδοσης: 29-Ιου-2023
Πηγή: International Conference on Research in Advertising, 2023, Bordeaux, France, 29 June - 01 July
Conference: International Conference on Research in Advertising 
Περίληψη: 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.
URI: https://hdl.handle.net/20.500.14279/31110
Rights: Attribution-NonCommercial-NoDerivatives 4.0 International
Type: Conference Papers
Affiliation: Cyprus University of Technology 
Publication Type: Peer Reviewed
Εμφανίζεται στις συλλογές:Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation

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