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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Unraveling the Movement from the Marketplace:
Lesbian Responses to Gay-Oriented Advertising
Author(s): Gillian Oakenfull
Citation: Gillian Oakenfull, (2013) "Unraveling the Movement from the Marketplace: Lesbian Responses to Gay-Oriented Advertising," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 2, pp. 57 - 71
Article Type: Research paper
Publisher: North American Business Press
Abstract:
This research examines the effect of lesbians’ in-group/out-group considerations of gay males on their
responses to both gendered and non-gendered gay-oriented imagery. The findings indicate that lesbians’
consideration of the extent to which they feel they share group membership with gay males plays a vital
role in determining their attitudes towards advertisements that depict lesbian, gay male, or non-gendered
ad content. These findings suggest that advertisers’ current practice of predominantly using
advertisements with gay male imagery is unnecessarily disenfranchising lesbians who do not consider
themselves as sharing an in-group with gay males.
