Abstract

Few studies have investigated the effects of using attractive endorsers in advertising in the context of ads targeting LGBTQ audiences. To address this research gap, this study investigates the underlying mechanisms that help explain the relationship between endorser attractiveness and advertising outcomes (interest in the ad and message attitudes): endorser match-up and endorser identification. The empirical study consists of a single-factor (three groups divided by their level of attractiveness), between-subjects experimental design, two LGBTQ-relevant advertisements, and 369 gay male participants. Our findings show similar effects between average and highly stereotypically attractive models (i.e., ASAMs and HSAMs), and strong evidence that average or high physical attractiveness would act as an effective match-up factor of gay-themed ads, and this in turn would increase attitudinal advertising outcomes. Similarly, individuals who identify with average- or good-looking endorsers report higher levels of interest in products associated with the respective endorsers. Despite the similar scores between ASAMs and HSAMs, they convey different associations, information that can be used in different advertising settings. Our main goal is to gain a better understanding of the gay male segment and help advertisers and scholars in delivering persuasive public service announcements.

摘要

很少有研究调查在针对 LGBTQ 受众的广告中使用有吸引力的代言人的效果。为了解决这一研究空白，本研究调查了有助于解释代言人吸引力与广告结果（对广告的兴趣和信息态度）之间关系的潜在机制：代言人匹配和代言人识别。实证研究由单因素（三组按吸引力水平划分）、受试者间实验设计、两个 LGBTQ 相关广告和 369 名男同性恋参与者组成。我们的研究结果表明，平均和高度刻板印象吸引力的模型（即 ASAM 和 HSAM）之间的效果相似，并且有力的证据表明平均或高身体吸引力将作为同性恋主题广告的有效匹配因素，这反过来会增加态度广告的效果。同样，认同中等或漂亮代言人的个人表示对与各自代言人相关的产品有更高的兴趣。尽管 ASAM 和 HSAM 之间的分数相似，但它们传达了不同的关联，即可用于不同广告设置的信息。我们的主要目标是更好地了解男同性恋群体，并帮助广告商和学者发布有说服力的公共服务公告。可用于不同广告设置的信息。我们的主要目标是更好地了解男同性恋群体，并帮助广告商和学者发布有说服力的公共服务公告。可用于不同广告设置的信息。我们的主要目标是更好地了解男同性恋群体，并帮助广告商和学者发布有说服力的公共服务公告。