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An examination of differences in product types and gender stereotypes depicted in advertisements targeting masculine, feminine, and LGBTQ audiences
Communication Research Reports Pub Date : 2021-03-20 , DOI: 10.1080/08824096.2021.1899908
Melinda Aley , Brandon Thomas

ABSTRACT

Advertising often depicts traditional gender stereotypes. However, the LGBTQ community represents a market that does not conform to these stereotypes. This study used a content analysis to analyze 360 magazine advertisements targeting various audiences (male, female, LGBTQ) to examine differences in product type promotion and gender depictions. In terms of product types, appearance-based products target feminine audiences, hedonistic products target masculine audiences, and homosexuality-based ads depict products tailored for the unique needs of the LGBTQ community. Additionally, advertisements in masculine and feminine magazines used traditional gender stereotypes, while LGBTQ advertisements did not contain these stereotypes.



中文翻译:

检查针对男性,女性和LGBTQ受众群体的广告中描述的产品类型和性别定型观念的差异

摘要

广告经常描绘传统的性别刻板印象。但是,LGBTQ社区代表的市场不符合这些定型观念。这项研究使用内容分析来分析针对各种受众(男性,女性,LGBTQ)的360种杂志广告,以检查产品类型促销和性别描述方面的差异。在产品类型方面,外观产品定位于女性受众,享乐主义产品定位于男性受众,而基于同性恋的广告则针对LGBTQ社区的独特需求量身定制了产品。此外,男性和女性杂志上的广告使用传统的性别刻板印象,而LGBTQ广告则不包含这些刻板印象。

更新日期:2021-04-09
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