Seeking the holy grail through gay and lesbian consumers: An exploratory content analysis of ads with gay/lesbian-specific content

@article{Um2012SeekingTH,
  title={Seeking the holy grail through gay and lesbian consumers: An exploratory content analysis of ads with gay/lesbian-specific content},
  author={Namhyun Um},
  journal={Journal of Marketing Communications},
  year={2012},
  volume={18},
  pages={133 - 149}
}
  • Namhyun Um
  • Published 1 April 2012
  • Business
  • Journal of Marketing Communications
Marketing communication has come around, it seems, to embracing the gay consumer market. Research indicates that gay consumers are affluent, well educated, and in possession of disposable income. Marketers, capitalizing on this market, have been creating gay-themed ads. This study, an exploratory content analysis, considers how gay-themed ads differ from that of conventional ads. Looking closely at the dominant appeals and product categories of such ads, this study finds that they reflect the… 
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