Reflecting a Queer Reality: Understanding Bisexual and Transgender Responses to Mainstream LGBT Advertisements
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Date
2019
Authors
Blackburn, Sara Jordan
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
Beginning in the 1990s, mainstream brands began to target in earnest what is known as the “gay market,” by actively and publicly advertising to LGBT consumers. The practice continues today, but such advertisements largely exclude bisexual and transgender individuals. This study seeks to understand if modern mainstream advertisements are able to effectively persuade LGBT audiences that are not cisgender gays or lesbians through a series of one-on-one interviews with college-aged lesbian, gay, bisexual and transgender participants. Results indicate that modern mainstream LGBT advertisements are not effective for participants of any gender or sexual orientation. Additionally, participants expressed greater desire for action on the part of the brands in the form of support of LGBT advertisements (sometimes known as “gay friendliness” of a brand) as well as increased normalization of LGBT individuals in advertisements. Such work creates a foundation that can give specific recommendations to help brands target LGBT consumers more ethically and effectively.
Description
52 pages
Keywords
Journalism: Advertising, LGBT, Queer, Bisexual, Transgender, Advertising