The effect of homosexual imagery in advertising on attitude toward the ad.
This study examines the differential impact that images in magazine advertising suggestive of either homosexuality or heterosexuality have on attitude toward the ad. Results support the hypothesis that homosexual imagery in advertising led to more positive attitude toward the ad among viewers more tolerant of homosexuality than among those less tolerant of homosexuality. Surprisingly, ads with heterosexual imagery were rated less favorably by viewers tolerant of homosexuality than by those less tolerant.
Bhat
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Department of Marketing, San Francisco State University, CA 94132, USA. dwardlow@sfsu.edu
Leigh
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Wardlow
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D000293:Adolescent; D000328:Adult; D000329:Advertising; D001290:Attitude; D005201:Fantasy; D005260:Female; D018452:Homosexuality, Female; D018451:Homosexuality, Male; D006801:Humans; D019018:Imagery, Psychotherapy; D008297:Male