LGBTQ imagery in advertising: How viewers’ political ideology shapes their emotional response to gender and sexuality in advertisements

Gender is many things to many people. It is at once uniting and divisive.
Northey et al

MANAGEMENT SLANT

  • Depictions of gender in advertisements influence viewer emotions.
  • Male homosexuality creates more powerful, negative emotions than female homosexuality.
  • Such responses are more prevalent in viewers who subscribe to a conservative political ideology.