Queer eye for a gay guy: Using market-specific symbols in advertising to attract gay consumers without alienating the mainstream
Although advertisers have flooded gay and lesbian print media in recent years, it is estimated that more than half of the gay and lesbian population does not read gay media. Hence, this study addresses the question: How may marketers target gays and lesbians in mainstream media without alienating he...
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| Veröffentlicht in: | Psychology & marketing 2005-05, Vol.22 (5), p.421-439 |
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| container_title | Psychology & marketing |
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| creator | Oakenfull, Gillian K. Greenlee, Timothy B. |
| description | Although advertisers have flooded gay and lesbian print media in recent years, it is estimated that more than half of the gay and lesbian population does not read gay media. Hence, this study addresses the question: How may marketers target gays and lesbians in mainstream media without alienating heterosexual consumers? As such, this study assesses responses of both heterosexual and homosexual consumers to advertising content that includes mainstream imagery, implicit gay and lesbian imagery, and explicit gay or lesbian imagery to provide advertisers with a better understanding of how to effectively crossover into mainstream media with gay‐targeted advertisements. © 2005 Wiley Periodicals, Inc. |
| doi_str_mv | 10.1002/mar.20066 |
| format | Article |
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| identifier | ISSN: 0742-6046 |
| ispartof | Psychology & marketing, 2005-05, Vol.22 (5), p.421-439 |
| issn | 0742-6046 1520-6793 |
| language | eng |
| recordid | cdi_proquest_journals_227693252 |
| source | Wiley Online Library Journals Frontfile Complete; EBSCOhost Business Source Complete |
| subjects | Advertising Gays & lesbians Statistical analysis Studies Symbols Target markets |
| title | Queer eye for a gay guy: Using market-specific symbols in advertising to attract gay consumers without alienating the mainstream |
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