Abstract
Little research has been conducted to explain the effects of gay-themed advertising in a cross-cultural context. Such research has been particularly scarce in South Korea. This study is designed to investigate the effects of cultural orientation, gender, and types of gay-themed advertising in evaluation of gay male and female lesbian print ads. The study results indicate that Korean college students (i.e., collectivists) had lower tolerance of homosexuality than did U.S. college students (i.e., individualists). The study also finds that gender-role beliefs lead males to have lower tolerance of homosexuality. However, gender did not have statistically significant impacts on advertising and brand evaluation. Lastly, the study also found that lesbian imagery print ads could lead to greater tolerance of homosexuality and more favorable evaluations of the advertising and brand than could gay male imagery print ads. The current study sheds some light on the characteristics of U.S. consumers and Korean consumers on tolerance of homosexuality and gay-themed ads. Limitations and areas for further research are discussed.
Highlights
For 2015, the combined buying power of the U.S lesbian, gay, bisexual, and transgender (LGBT)adult population was estimated at $917 billion (Witeck Communications 2016)
The researchers ruled out the 67 U.S subjects who identified as collectivists and the 46 Korean subjects who identified as individualists
The objective of the present study has been to investigate the effects of cultural orientation, gender, and types of gay-themed ads on attitudes toward gay-themed advertising and the advertised brand
Summary
For 2015, the combined buying power of the U.S lesbian, gay, bisexual, and transgender (LGBT)adult population was estimated at $917 billion (Witeck Communications 2016). For 2015, the combined buying power of the U.S lesbian, gay, bisexual, and transgender (LGBT). In step with the steady growth of LGBT consumer’s buying power (Witeck Communications 2016), advertising spending in gay media rose in 2013, reaching an all-time high of $381.4 million, an 18.2% gain over that of. In the United States, many companies target LGBT consumers; the industries of these companies range from fashion, airline, hotel, and financial services to car companies and airlines, and include such entities as Accenture, Bank of America, Hyatt Hotel, Levi Strauss, and American Express What all of these companies hope for is to cultivate brand loyalty among LGBT customers and thereby grow their business (Um 2014)
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