Interpreting Gay Window Advertising


This exploratory study addresses how lesbian, gay male, bisexual and transgender consumers construct and manage their sexual identity, social practices, and community identifications as they interact with the gender and sexual discourses available in the polysemic gay window advertising. Participants’ interpretation narratives of the gay window advertising demonstrated a dialectic interpellation between capitalistic marketing ideologies and LGBT consumers’ identity project, definition of gay culture, and stance on the gay rights politics. Participants articulated gay readings based on the connotative queer references encoded in the advertising texts. Various media, social, and cultural discourses promoting the affluent, trendsetting dream consumer stereotype also worked to predisposed participants’ meaning-making of gay window commercials.


Wan-Hsiu Sunny Tsai (2006) ,"Interpreting Gay Window Advertising", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 12.


Wan-Hsiu Sunny Tsai, Department of Advertising, University of Texas at Austin


GCB - Gender and Consumer Behavior Volume 8 | 2006

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