Sexual orientation and gender effects of exposure to gay‐ and lesbian‐themed fashion advertisements

Abstract

PurposeThe purpose of this paper is to examine the responses of a convenience sample of 65 heterosexual and 64 homosexual respondents to a series of fashion oriented print advertisements depicting overt or ambiguous gay male or lesbian themes.Design/methodology/approachThe study is based upon the survey responses of a group of heterosexual and homosexual university students enrolled at three universities in the southeastern United States. Advertisements selected for inclusion in the study were drawn from magazines that target this group. One advertisement representing each level of homosexual content (overtly gay male, overtly lesbian, ambiguously gay male, ambiguously lesbian) as well as one heterosexual advertisement were used in the study in a within subjects design. Paired t‐tests were used to compare mean Abrand and Aad responses across various groups.FindingsAttitude toward the ad and before‐after exposure toward the brand were compared in male and female heterosexual and homosexual respondents. Results show that heterosexual males and females prefer less overt gay male and lesbian depictions, while gay males and lesbians prefer more overt depictions of themselves, particularly gay male imagery.Research limitations/implicationsThis study examines the responses of one specific segment of the gay and lesbian population: traditional‐aged university students. Characters portrayed in the advertisements were also young people and do not represent the inherent diversity in this population. It would be desirable, therefore, to extend this study to an investigation of the broader gay and lesbian population.Practical implicationsImplications for marketers of fashion products suggest that effectual character depictions in fashion advertisements vary by both gender and sexual orientation.Originality/valueThis paper represents a cross‐sectional examination of heterosexual and homosexual responses to a series of fashion advertisements in the United States and provides useful insights to marketers of fashion products.