This study investigates how drag queen imagery in advertising and mainstream consumers’ tolerance towards homosexuality (i.e., drag queens) affect their attitudes towards the advertisement and brand in the context of beauty brand advertising. Based on the social identity theory, this study posits that implicit (vs. explicit) drag queen-themed imagery and consumers holding high tolerance as an in-group of LGBTQ+ cultures (vs. out-group of lower tolerance individuals) would have greater impact on ad attitude and brand attitude independently and together. A web-based experiment reveals that while different imagery types (implicit vs. explicit) in ads do not differentiate attitudes toward ad and brand, consumers’ individual tolerance of the drag queen culture positively affects such responses. Additionally, the ad imagery and consumer tolerance toward drag queens have an interaction effect on brand attitude via ad attitude in the explicit drag queen-themed imagery condition but not in implicit imagery. The results add insight to a growing body of literature on the LGBTQ+ and social identity theory research and benefit marketers with a better understanding of how to manage drag queen-themed advertisements within mainstream media.

中文翻译：

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似乎有些可疑：主流消费者对扮装皇后形象的反应

这项研究调查了广告中的扮装皇后形象和主流消费者对同性恋的容忍度（即扮装皇后）在美容品牌广告的背景下如何影响他们对广告和品牌的态度。基于社会认同理论，该研究认为，隐性（相对于显性）以扮装皇后为主题的图像和持有较高容忍度的消费者（LGBTQ +文化群体中的群体（相对较低容忍度个体的群体之外））将产生更大的影响在广告态度和品牌态度上相互独立。一个基于网络的实验表明，尽管广告中的不同图像类型（内隐或外显）无法区分对广告和品牌的态度，但消费者对扮装皇后文化的个人容忍度却积极地影响了这种反应。另外，广告形象和消费者对扮装皇后的容忍度在显式扮装皇后主题的形象条件下通过广告态度对品牌态度产生交互作用，而在隐含形象中则没有。结果为越来越多的LGBTQ +和社会认同理论研究文献提供了见识，使营销人员受益于对如何在主流媒体中管理以女王皇后为主题的广告的更好理解。