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

Share Proceeding

Featured papers

See More


E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective

Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University

Read More


When Perceiving Oneself as a Spender Increases Saving

Emily Garbinsky, University of Notre Dame, USA
Nicole Mead, University of Melbourne, Australia

Read More


Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships

Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana

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.