The Role of Women, Sexualization and Objectification in Lgbtq Advertising

Published on Jan 1, 2017in ACR North American Advances
Patrick van Esch11
Estimated H-index: 11
 , Ally Geisler1
Estimated H-index: 1
 + 2 AuthorsJonas Heller8
Estimated H-index: 8
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Jun 1, 2020·Journal of Advertising Research
#1Gavin Northey (Griffith University)H-Index: 11
#2Rebecca Dolan (University of Adelaide)H-Index: 10
Last. Patrick van Esch (AUT: Auckland University of Technology)H-Index: 11
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ABSTRACT Gender is many things to many people. It is at once uniting and divisive. Gender in advertising presents a range of opportunities for marketers but is linked inextricably to concepts of masculinity–femininity and sexuality and has the potential to create strong positive or negative responses from different audiences. Using an experimental methodology, this study examines how depictions of gender and sexuality combine to influence consumer attitudes. The findings demonstrate how individu...
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