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Effects of Gay-Themed Advertising among Young Heterosexual Adults from U.S. and South Korea

Author

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  • Namhyun Um

    (School of Advertising and Public Relations, Hongik University, Sejong 30016, Korea)

  • Dong Hoo Kim

    (International School of Global Studies, Inha University, Incheon 22212, Korea)

Abstract

Little research has been conducted to explain the effects of gay-themed advertising in a cross-cultural context. Such research has been particularly scarce in South Korea. This study is designed to investigate the effects of cultural orientation, gender, and types of gay-themed advertising in evaluation of gay male and female lesbian print ads. The study results indicate that Korean college students (i.e., collectivists) had lower tolerance of homosexuality than did U.S. college students (i.e., individualists). The study also finds that gender-role beliefs lead males to have lower tolerance of homosexuality. However, gender did not have statistically significant impacts on advertising and brand evaluation. Lastly, the study also found that lesbian imagery print ads could lead to greater tolerance of homosexuality and more favorable evaluations of the advertising and brand than could gay male imagery print ads. The current study sheds some light on the characteristics of U.S. consumers and Korean consumers on tolerance of homosexuality and gay-themed ads. Limitations and areas for further research are discussed.

Suggested Citation

  • Namhyun Um & Dong Hoo Kim, 2019. "Effects of Gay-Themed Advertising among Young Heterosexual Adults from U.S. and South Korea," Social Sciences, MDPI, vol. 8(1), pages 1-13, January.
    • Handle: RePEc:gam:jscscx:v:8:y:2019:i:1:p:17-:d:196724
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    References listed on IDEAS

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    1. Robert Polkinghorne & Nkosivile Welcome Madinga & Philip Broster & Andrianna Kappatos & Julia Kirr & Junaid Kader & Chandra Mophethe & Aparna Joseph & Sebastian Roodt, 2022. "The New Normal: Exploring Heterosexual Consumers’ Responses to Lesbian and Gay-Themed Adverts in South African Mainstream Media," SAGE Open, , vol. 12(3), pages 21582440221, August.
    2. Cammie Hensley & Sonali Diddi & Karen Hyllegard, 2019. "Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth," Social Sciences, MDPI, vol. 8(8), pages 1-20, August.
    3. Rafi M. M. I. Chowdhury & Denni Arli & Felix Septianto, 2024. "How Religiosity Affects Attitudes Toward Brands That Utilize LGBTQ-Themed Advertising," Journal of Business Ethics, Springer, vol. 193(1), pages 63-88, August.

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