Effects of Gay-Themed Advertising among Young Heterosexual Adults from U.S. and South Korea

@article{Um2019EffectsOG,
  title={Effects of Gay-Themed Advertising among Young Heterosexual Adults from U.S. and South Korea},
  author={Namhyun Um and Dong Hoo Kim},
  journal={Social Sciences},
  year={2019},
  url={https://api.semanticscholar.org/CorpusID:149633401}
}
Little research has been conducted to explain the effects of gay-themed advertising in a cross-cultural context. Such research has been particularly scarce in South Korea. This study is designed to investigate the effects of cultural orientation, gender, and types of gay-themed advertising in evaluation of gay male and female lesbian print ads. The study results indicate that Korean college students (i.e., collectivists) had lower tolerance of homosexuality than did U.S. college students (i.e… 
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