The perceptions of consumers aged 18-30 of “lesbian” appeals in advertising
In an over-saturated market, advertisements have become more risqué as companies vie for consumer attention and lesbian content in advertising seems to be on the increase in mainstream media. This article attempts to discover whether lesbian content in advertising elicits positive or negative consu...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1753 |
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| _version_ | 1832593750070657024 |
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| author | GP van Rheede van Oudtshoorn RS ORR |
| author_facet | GP van Rheede van Oudtshoorn RS ORR |
| author_sort | GP van Rheede van Oudtshoorn |
| collection | DOAJ |
| description |
In an over-saturated market, advertisements have become more risqué as companies vie
for consumer attention and lesbian content in advertising seems to be on the increase
in mainstream media. This article attempts to discover whether lesbian content in
advertising elicits positive or negative consumer attitudes towards the advertisement
and the brand, and to link these attitudes with the intention to purchase the product.
By doing so, marketers will be able to ascertain whether this type of advertising appeal
is effective or whether it offends consumers and therefore decreases product sales.
The study was quantitative in nature and used descriptive research in a field setting. It
was found that there is a significant correlation between tolerance of homosexuality and
acceptance of lesbian content in advertising. In addition, these advertisements attracted
attention and interest and were not perceived as particularly immoral, exploitive or
offensive by most of the sample population. In terms of attracting attention and interest,
and being memorable to consumers, advertisements containing clear lesbian interaction
are more effective than those with lower levels of homoerotic t
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| format | Article |
| id | doaj-art-0a19dd900d2b4db3990af46232ab26be |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-0a19dd900d2b4db3990af46232ab26be2025-01-20T08:52:08ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0124110.36615/jcsa.v24i1.1753The perceptions of consumers aged 18-30 of “lesbian” appeals in advertisingGP van Rheede van Oudtshoorn0RS ORR1University of PretoriaUniversity of Pretoria In an over-saturated market, advertisements have become more risqué as companies vie for consumer attention and lesbian content in advertising seems to be on the increase in mainstream media. This article attempts to discover whether lesbian content in advertising elicits positive or negative consumer attitudes towards the advertisement and the brand, and to link these attitudes with the intention to purchase the product. By doing so, marketers will be able to ascertain whether this type of advertising appeal is effective or whether it offends consumers and therefore decreases product sales. The study was quantitative in nature and used descriptive research in a field setting. It was found that there is a significant correlation between tolerance of homosexuality and acceptance of lesbian content in advertising. In addition, these advertisements attracted attention and interest and were not perceived as particularly immoral, exploitive or offensive by most of the sample population. In terms of attracting attention and interest, and being memorable to consumers, advertisements containing clear lesbian interaction are more effective than those with lower levels of homoerotic t https://journals.uj.ac.za/index.php/jcsa/article/view/1753advertisementsrisquéconsumer attentionlesbian contentpositivenegative |
| spellingShingle | GP van Rheede van Oudtshoorn RS ORR The perceptions of consumers aged 18-30 of “lesbian” appeals in advertising Communicare advertisements risqué consumer attention lesbian content positive negative |
| title | The perceptions of consumers aged 18-30 of “lesbian” appeals in advertising |
| title_full | The perceptions of consumers aged 18-30 of “lesbian” appeals in advertising |
| title_fullStr | The perceptions of consumers aged 18-30 of “lesbian” appeals in advertising |
| title_full_unstemmed | The perceptions of consumers aged 18-30 of “lesbian” appeals in advertising |
| title_short | The perceptions of consumers aged 18-30 of “lesbian” appeals in advertising |
| title_sort | perceptions of consumers aged 18 30 of lesbian appeals in advertising |
| topic | advertisements risqué consumer attention lesbian content positive negative |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1753 |
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