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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

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