Snake_Baker
The one true King of the North
- Apr 24, 2013
- 81,024
- 153,169
- AFL Club
- North Melbourne
- Other Teams
- Essendon Lawn Bowls Club
- Banned
- #1
The aim of the meta-analysis was (1) to empirically assess the net persuasive effects of homosexual versus heterosexual and gay male versus lesbian imagery in advertising and (2) to uncover the conditions under which either or both imageries lead to more persuasion, and thus benefits advertisers and marketers.
As for the first goal, the findings show that the net persuasive effect between homosexual and heterosexual imagery, as well between gay male and lesbian advertising, does not differ. Some prior research has suggested that homosexuals in advertising could negatively affect heterosexual consumers, but the metaregression findings show that, when differentiating between homosexual and heterosexual consumers, heterosexual consumers do not react differently to homosexual or heterosexual imagery in advertising. The findings are in line with a positive social (priming) effects of homosexual imagery: Diversity in advertising portrayals can prime most consumers to think about others, which leads to perceived social connectedness, empathy, and the appreciation of diversity in advertising imagery (Åkestam, Rosengren, and Dahlen 2017, Sara Rosengren, and Micael Dahlen (2017), “Think About It—Can Portrayals of Homosexuality in Advertising Prime Consumer-Perceived Social Connectedness and Empathy?,” European Journal of Marketing, 51 (1), 82–98.[Crossref], [Web of Science ®], , [Google Scholar]). Homosexual consumers, however, are more persuaded by homosexual than heterosexual portrayals. Rather than the negative reactions of heterosexual consumers that has been suggested in prior research (e.g., Angelini and Bradley 2010 Angelini, James R., and Samuel D. Bradley (2010), “Homosexual Imagery in Print Advertisements: Attended, Remembered, But Disliked,” Journal of Homosexuality, 57 (4), 485–502.[Taylor & Francis Online], [Web of Science ®], , [Google Scholar]; Oakenfull, McCarthy, and Greenlee 2008, Michael S. McCarthy, and Timothy B. Greenlee (2008), “Targeting a Minority without Alienating the Majority: Advertising to Gays and Lesbians in Mainstream Media,” Journal of Advertising Research, 48 (2), 191–98.[Crossref], [Web of Science ®], , [Google Scholar]; Um 2014 Um, Nan-Hyun (2014), “Does Gay-Themed Advertising Haunt Your Brand?,” International Journal of Advertising, 33 (4), 811–32.[Taylor & Francis Online], [Web of Science ®], , [Google Scholar]), we found that homosexual consumers react negatively toward heterosexual imagery.
As for the first goal, the findings show that the net persuasive effect between homosexual and heterosexual imagery, as well between gay male and lesbian advertising, does not differ. Some prior research has suggested that homosexuals in advertising could negatively affect heterosexual consumers, but the metaregression findings show that, when differentiating between homosexual and heterosexual consumers, heterosexual consumers do not react differently to homosexual or heterosexual imagery in advertising. The findings are in line with a positive social (priming) effects of homosexual imagery: Diversity in advertising portrayals can prime most consumers to think about others, which leads to perceived social connectedness, empathy, and the appreciation of diversity in advertising imagery (Åkestam, Rosengren, and Dahlen 2017, Sara Rosengren, and Micael Dahlen (2017), “Think About It—Can Portrayals of Homosexuality in Advertising Prime Consumer-Perceived Social Connectedness and Empathy?,” European Journal of Marketing, 51 (1), 82–98.[Crossref], [Web of Science ®], , [Google Scholar]). Homosexual consumers, however, are more persuaded by homosexual than heterosexual portrayals. Rather than the negative reactions of heterosexual consumers that has been suggested in prior research (e.g., Angelini and Bradley 2010 Angelini, James R., and Samuel D. Bradley (2010), “Homosexual Imagery in Print Advertisements: Attended, Remembered, But Disliked,” Journal of Homosexuality, 57 (4), 485–502.[Taylor & Francis Online], [Web of Science ®], , [Google Scholar]; Oakenfull, McCarthy, and Greenlee 2008, Michael S. McCarthy, and Timothy B. Greenlee (2008), “Targeting a Minority without Alienating the Majority: Advertising to Gays and Lesbians in Mainstream Media,” Journal of Advertising Research, 48 (2), 191–98.[Crossref], [Web of Science ®], , [Google Scholar]; Um 2014 Um, Nan-Hyun (2014), “Does Gay-Themed Advertising Haunt Your Brand?,” International Journal of Advertising, 33 (4), 811–32.[Taylor & Francis Online], [Web of Science ®], , [Google Scholar]), we found that homosexual consumers react negatively toward heterosexual imagery.