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| Tekijä: | Oakenfull, G.K. McCarthy, M.S. Greenlee, T.B. |
| Otsikko: | Targeting a minority without alienating the majority: Advertising to gays and lesbians in mainstream media. |
| Lehti: | Journal of Advertising Research
2008 : JUN, VOL. 48:2, p. 191-198 |
| Asiasana: | marketing advertising media selection gender USA minority groups |
| Vapaa asiasana: | sexuality |
| Kieli: | eng |
| Tiivistelmä: | The paper concentrates on a widely held assumption that an association with homosexual consumers may result in a strong negative reaction from many heterosexual consumers. The survey is based on four hypotheses, which leads to a causal model of the effects of sexual orientation, gender and advertising content on advertising attitudes. To address the hypotheses a survey was distributed to self identified gays, lesbians and heterosexuals in five geographic regions in the United States. The data were analyzed using multivariate analysis of variance (MANOVA). The findings indicate that there is a strong correlation between heterosexualsÂ’ attitudes toward homosexuality and their attitudes toward advertising featuring homosexual imagery. The attitudes are strongly tied to geographic location. Using the mainstream media in advertising to homosexuals the subcultural symbolism should be used whenever possible. The effects of homosexually-oriented advertising messages seem to affect heterosexual males and females differentially. |
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