The perceptions of consumers aged 18-30 of "lesbian" appeals in advertising

Show simple item record Orr, R.S. Van Rheede van Oudtshoorn, G.P. Kotze, Theuns G. 2008-07-02T09:24:33Z 2008-07-02T09:24:33Z 2005-07
dc.description.abstract In an over-saturated market, advertisements have become more risqué as companies vie for consumer attention and lesbian content in advertising seems to be on the increase in mainstream media. This article attempts to discover whether lesbian content in advertising elicits positive or negative consumer attitudes towards the advertisement and the brand, and to link these attitudes with the intention to purchase the product. By doing so, marketers will be able to ascertain whether this type of advertising appeal is effective or whether it offends consumers and therefore decreases product sales. The study was quantitative in nature and used descriptive research in a field setting. It was found that there is a significant correlation between tolerance of homosexuality and acceptance of lesbian content in advertising. In addition, these advertisements attracted attention and interest and were not perceived as particularly immoral, exploitive or offensive by most of the sample population. In terms of attracting attention and interest, and being memorable to consumers, advertisements containing clear lesbian interaction are more effective than those with lower levels of homoerotic tension. en
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dc.format.mimetype application/pdf
dc.identifier.citation Orr, RS, Van Rheede van Oudtshoorn, GP & Kotzé, T 2005, 'The perceptions of consumers aged 18-30 of "lesbian" appeals in advertising', Communicare: Journal for Communication Sciences in Southern Africa/Tydskrif vir Kommunikasiewetenskappe in Suider-Afrika, vol. 24, no. 1, pp. 49-68. [] en
dc.identifier.issn 0259-0069
dc.language.iso en en
dc.publisher Southern African Communication Association en
dc.rights Southern African Communication Association en
dc.subject Advertisements en
dc.subject Advertising appeals en
dc.subject Communication management en
dc.subject Communication practices en
dc.subject Consumer attitudes en
dc.subject Consumer behaviour en
dc.subject Consumers en
dc.subject Corporate communication en
dc.subject Corporate governance en
dc.subject Homosexuality en
dc.subject Lesbian content en
dc.subject Lesbians en
dc.subject Marketing communication en
dc.subject Marketing strategies en
dc.subject Organizations en
dc.subject Perceptions en
dc.subject.lcsh Lesbianism en
dc.subject.lcsh Advertising en
dc.subject.lcsh Consumers -- Attitudes en
dc.title The perceptions of consumers aged 18-30 of "lesbian" appeals in advertising en
dc.type Article en

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