“Lesbian Chic” Imagery in Advertising: Interpretations and Insights of Female Same-Sex Eroticism

Abstract

Interpretations of three ads containing “lesbian chic” images were evaluated in this formative investigation. Overall, findings from focus groups revealed that males interpreted the homoerotic relationships as primarily sexual compared with females who provided more complex interpretations, including friendship, behavior to attract male attention, and sexual relationship. In addition, the imagery in each ad evoked different interpretations, which suggests that responses to “lesbian chic” images are not as straightforward as the term implies. These findings, their implications, and directions for future research are discussed.