The three rules of crossing over from gay media to mainstream media advertising: lesbians, lesbians, lesbians

摘要

Faced with low readership of gay media among gay and lesbian consumers, advertisers are faced with the task of targeting the vast majority of the "Dream Market" in mainstream media while counterbalancing the risk of backlash from heterosexual consumers. Thus, advertising to gays and lesbians in mainstream media may require different strategies from those employed in gay media. This research provides marketers with an understanding of how heterosexual consumers' attitudes toward gays and lesbians affects their attitude towards advertising with gay and lesbian content. Additionally, the important, yet currently underestimated, role that gender, in terms of both the heterosexual audience and the homosexual imagery in the advertisement, plays in affecting heterosexuals' attitudes towards gay and lesbian advertising content is studied. Finally, the effect of different levels of intimacy between same-sex couples in advertising content on heterosexuals' attitudes toward the advertisement, and its interaction with both the gender of the audience and the gender of the target, is examined.