Advertising has come out: Viewers’ perception of the portrayal of lesbian, gay, and transgender characters in advertising

Mariana Fried*, Suzanna Opree

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

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Abstract

Research on LGBT-inclusive advertising has been limited to analyzing ad content and commercial effectiveness. This study focuses on viewers’ perception of advertising featuring lesbian, gay, and transgender characters and its prosocial potential. It analyzes the open-ended answers given by participants involved in a survey experiment. These reveal their belief that advertising could support positive social change by normalizing sexual/gender minorities in everyday life. The findings underscore the nuances in audiences’ critical view of the way in which individuals are represented. Avenues are suggested for further research on the prosocial potential of LGBT-inclusive advertising.
Original languageEnglish
Article number101761
Pages (from-to)1-11
Number of pages11
JournalPoetics. Journal of Empirical Research on Culture, the Media and the Arts
Volume96
DOIs
Publication statusPublished - Feb 2023

Bibliographical note

© 2023 The Authors. Published by Elsevier B.V

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