Den rosa annonsen: en kvantitativ studie om homosexuellt bildinnehåll i reklam och dess effekter

Sammanfattning: Previous studies have pointed out the potential risks involved with targeting homosexual consumers by using ads with homosexual imagery in mainstream media. Many of these studies have indicated that there may be drawbacks with exposing heterosexuals to these kinds of advertisements. The purpose of this paper is to investigate whether this is true for all groups of heterosexual consumers. An experimental study was carried out to examine the effects of explicit homosexual imagery on a heterosexual group with a generally positive attitude towards homosexuality. Empirical evidence suggests that homosexual imagery does not elicit any negative reactions among these heterosexual consumers. On the contrary, data indicate that homosexual imagery in advertising results in more positive attitude towards the ad. However, there is no empirical evidence indicating that ads with homosexual imagery would affect the brand. Neither were there any differences in the reactions towards gay and lesbian imagery.