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

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

Authors:	Um, Nam-Hyun1 goldmund@mail.utexas.edu
Source:	Journal of Marketing Communications. Apr2012, Vol. 18 Issue 2, p133-149. 17p. 1 Color Photograph, 1 Diagram, 3 Charts.
Document Type:	Article
Subject Terms:	*LGBT consumers *ADVERTISING *COMMERCIAL products *BUSINESS HETEROSEXUALS

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

demographics and psychographics of gay consumers. The study also finds a variety of

iconography or symbolism of gays in gay-themed ads. Especially, rainbow flags were

used prevalently, in implicit or explicit fashion. This finding cross-validates the

literature that suggests that gay specific symbolism or iconographies could be used to

minimize the risk of alienating heterosexual consumers. This study helps us understand

the current phenomenon of print ads in a gay or lesbian magazine, especially

advertising with gay specific content. 


"Like all consumer segments, gay consumers are likely to show more interest in and purchase brands that advertise directly to them."