ABSTRACT Gender is many things to many people. It is at once uniting and divisive. Gender in advertising presents a range of opportunities for marketers but is linked inextricably to concepts of masculinity–femininity and sexuality and has the potential to create strong positive or negative responses from different audiences. Using an experimental methodology, this study examines how depictions of gender and sexuality combine to influence consumer attitudes. The findings demonstrate how individuals' political ideology determines their emotional response to such advertisements and that the resulting emotional response and attitude to the advertisement act as causal mechanisms responsible for product-related attitudes.

中文翻译：

---

LGBTQ广告中的图像

摘要性别对很多人来说是很多事情。它是立即团结和分裂的。广告中的性别为营销人员提供了一系列机会，但与男子气概（女性气质和性行为）有着千丝万缕的联系，并有可能引起不同受众的强烈正面或负面回应。本研究使用实验方法，研究了性别和性行为的描述如何结合起来以影响消费者的态度。这些发现证明了个人的政治意识形态如何决定他们对此类广告的情感反应，以及由此产生的情感反应和对广告的态度是造成与产品相关的态度的因果机制。