The Role of Women, Sexualization and Objectification in Lgbtq Advertising

The sexualization of women is taking place in LGBTQ TV Advertising. Within LGBTQ advertisements, for women, the most dominant appeal is sexual. In terms of LGBTQ connotation, for female characters, the positive LGBTQ connotation is dominant. If the main character is female, then she is portrayed as a protagonist.



Citation:

Patrick van Esch, Ally Geisler, Lizabeth Kleintop, Gavin Northey, and Jonas Heller (2017) ,"The Role of Women, Sexualization and Objectification in Lgbtq Advertising ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 928-929.

Authors

Patrick van Esch, Moravian College, USA
Ally Geisler, Moravian College, USA
Lizabeth Kleintop, Moravian College, USA
Gavin Northey, University of Auckland, New Zealand
Jonas Heller, University of New South Wales, Australia



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

F9. Protection against Deception: The Moderating Effects of Knowledge Calibration on Consumer Responses to Ambiguous Advertisement Information

Joel Alan Mohr, Queens University, Canada
Peter A. Dacin, Queens University, Canada

Read More

Featured

Doing Worse by Doing Good: How Corporate Social Responsibility makes Products Less Dangerous

Linda Lemarié, University of Neuchâtel
Florent Girardin, University of Neuchâtel

Read More

Featured

O8. Valuation and Allocation of Bought Time

Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.