广告已经出来了:观众对广告中女同性恋、男同性恋和变性人角色的看法

IF 2 2区社会学 0 LITERATURE

Poetics Pub Date : 2023-02-01 DOI:10.1016/j.poetic.2023.101761

Mariana Fried, Suzanna J. Opree

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引用次数: 1

摘要

对lgbt广告的研究仅限于分析广告内容和商业效果。本研究主要探讨观众对女同性恋、男同性恋和跨性别角色广告的认知及其亲社会潜力。它分析了参与调查实验的参与者给出的开放式答案。这表明他们相信广告可以通过在日常生活中使性/性别少数群体正常化来支持积极的社会变革。这些发现强调了观众对个人表现方式的批评观点的细微差别。提出了进一步研究lgbt包容性广告的亲社会潜力的途径。

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Advertising has come out: Viewers’ perception of the portrayal of lesbian, gay, and transgender characters in advertising

Research on LGBT-inclusive advertising has been limited to analyzing ad content and commercial effectiveness. This study focuses on viewers’ perception of advertising featuring lesbian, gay, and transgender characters and its prosocial potential. It analyzes the open-ended answers given by participants involved in a survey experiment. These reveal their belief that advertising could support positive social change by normalizing sexual/gender minorities in everyday life. The findings underscore the nuances in audiences’ critical view of the way in which individuals are represented. Avenues are suggested for further research on the prosocial potential of LGBT-inclusive advertising.

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来源期刊

Poetics Multiple-

CiteScore

4.00

自引率

16.00%

发文量

期刊介绍： Poetics is an interdisciplinary journal of theoretical and empirical research on culture, the media and the arts. Particularly welcome are papers that make an original contribution to the major disciplines - sociology, psychology, media and communication studies, and economics - within which promising lines of research on culture, media and the arts have been developed.