Fejes-Sexuality and Consumption

The 'pink dollar' or 'dream market' is a relatively untapped market that is idealised by marketers for its profit potential. As a result, it is of significant interest to marketing practitioners who aim to invest in this billion dollar industry. However, marketers face challenges in reaching this market through mainstream advertising due to the 'stigma' attached to homosexuality, which often results in the marginalisation of heterosexual consumers. The purpose of this study was to investigate the influence of consumers' tolerance of homosexuality on their attitudes toward homosexual advertisements, and ultimately how these attitudes influence on purchase intention. Data collection was conducted by means of self-administered questionnaires involving 312 university students aged 19 and 24. The results of this study indicated that tolerance to homosexuality does influence attitudes formed by various advertisements, thereby influencing purchase intentions. Furthermore, the results indicated that gender influenced the attitude and purchase intention towards brands that use homosexual models in their advertisements. The findings of this study provide marketers with a better understanding of how to advertise to the homosexual market without marginalising the heterosexual consumer. Developing improved understanding of such an important market segment is significantly meaningful, especially in South Africa, a developing country that researchers often neglect.

F1000Research, 2023

Background: Today's society clams to be more inclusive, but there has been a lack of practical examination of this area. This study analyses how advertising and society interact and evolve in parallel, with advertising seeking to balance more traditional representationsin accordance with the Mirror Theory-with mainstreaming, which can influence social change. In this case, analysis is focused on the homosexual community. Methods: A content analysis of audiovisual advertising in Spain from the 1960s to 2021 is carried out in addition to a review of historical milestones and legislation. Results: The results evidence the transformation of advertising. The main findings show a shift from the total invisibility of the gay men and lesbian community in the 1960s to effective and respectful integration today. Conclusions: Queervertising is proposed as a new theoretical concept as the result of gender and sexual diversity being identified in advertising over time. The inclusion of gay men and lesbians in advertising is a current trend that, moreover, offers a challenge for brands. Although this turnaround in advertising creativity should be highlighted and recognized as being to some extent responsible for changes and social evolution, the commercial messages which are found today are still not always disruptive or excessively explicit, in order to avoid some rejection by audiences.

Gender, Marketing, and Consumer Behavior, 1998

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If I take the liberty to call this age, the age of gender studies, then it is important to note how the neoliberal popular culture with its privatizing and corporatizing motto is reaping the benefits out of this scenario. This paper will attempt to look how certain popular advertisements in India represent the idea and lived realities of queer lives that are born out of this pop feminism( by this term, I mean media circulated, more mainstream, flawed idea of feminism and queer studies). So, when a commercial of Ebay.in showcases a guy proposing his boyfriend or Anouk’s ad portrays an anxious lesbian couple because the validity of their relationship will be sanctioned by the parents, it is all about normativity that tries to bind queer politics by the heterosexual ideals. These advertisements are appropriating queer politics, propagating homonormativity through culmination in marriages and moreover distorting the agendas of queer movements in mainstream media. They are essentially directed towards an evergrowing market—marriage market, beauty market and so on. Yes, an ad is supposed to sell a product, but I am yet to see a queer person appear in a condom ad which is absolutely necessary for the awareness regarding sexual health. This paper will reflect on the undoing of Queer politics in the era of neoliberalism, it will focus on the dismantling of collective politics and the privatization of the political today. These popular commercials (I will be mainly focusing on the advertisements of Jabong, Ebay, Anouk, U.N video, traffic rules awareness programme etc.) hijack queer politics and maneuver it towards privatized sector of the market and in a way that nullifies the struggle against normativity. Keywords: neoliberal, homonormativity, political, advertisement, popular

Advertising can be seen as one of the most powerful visual forces shaping our society.

This thesis looks at LGBT+ representation in media. Representation is the portrayal of someone in an accurate manner that promotes authentic stereotypes based on race, gender, or sexuality. There has been an increase in advertisements that include homosexual relationships specifically targeted at the LGBT+ community. The month of June, which is commonly associated with LGBT+ parades, parties, and activism, is often referred to as “Pride.” This study looks at how members of the LGBT+ community and heterosexual people view Pride marketing. By using eye-tracking software and a survey, I was able to track the eye movement and responses to two different types of advertisements that occurred during the 2019 Pride season. I discovered that the LGBT+ community and heterosexual individuals view marketing differently and that the members of the LGBT+ community oftentimes deem advertisements as ineffective in their portrayal of their community versus heterosexuals.

The social, political and economic importance of the Gay, Lesbian, Bisexual and Transgender (GLBT) community is increasingly being recognized by what is normally referred to as mainstream society. But relatively little is still known about GLBT perceptions towards marketing and advertising campaigns that are specifically targeted at them. This study examines lesbian responses to targeted “gay” advertising in a French context. Conducted surveys reveal that an advertisement’s effectiveness towards a lesbian audience is predicated upon how an individual lesbian would identify herself in relation to gay males, i.e. where her “tribal” loyalties would lay. It was found that lesbians’ perceptions of targeted print advertising were highly influenced by the factor of whether or not they considered themselves to be in the same social group as homosexual men under the banner of “gay,” or if the used the word “gay” to denote two independent social groups; homosexual men and homosexual women.

The social, political and economic importance of the Lesbian, Gay, Bisexual and Transgender (LGBT) community is increasingly being recognized by what is normally referred to as mainstream society. But relatively little is still known about LGBT perceptions towards marketing and advertising campaigns that are specifically targeted at them. This paper provides a brief overview of the history of targeted marketing efforts towards the LGBT community and a limited discussion of the implications for advertisers.

Journal of Marketing Management, 2018

The social, political and economic importance of the lesbian, gay, bisexual and transgender (LGBT) community is increasingly being recognised by what is routinely referred to as mainstream society. However, surprisingly little is known about the nuances of differing behaviour within this broadly defined subpopulation. In a French context, this study examines lesbians' responses to advertising that is purportedly targeted at them, including 'gender neutral-implicit' and 'gay-explicit' advertisements. This research furthers previous work by examining 'in-group' and 'out-group' lesbians' reactions to (1) gay male-explicit, (2) gay lesbian-explicit and finally (3) gender neutral-implicit advertisements. Further, this research focuses on specific reactions beyond simply 'attitude towards advertisement'; precisely, an overall 'evaluation of advertisement', the 'ability to generate curiosity' about the brand, and the 'degree of likeability of advertisementʼ are compared. It was found that lesbians' responses to targeted print advertisements were significantly influenced by whether they self-identify with gay males under the holistic banner of 'gay'. These findings suggest that marketing practitioners would be judicious to stop thinking in terms of one common LGBT advertising target market and start to think about the nuances of homosexual advertising that include (1) response differences to advertising between the 'G' market, comprising homosexual men, and the 'L' market of homosexual women, and (2) the subtle, but important differences found within the lesbian sub-market.