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- W3019584583 abstract "<h3>ABSTRACT</h3> Gender is many things to many people. It is at once uniting and divisive. Gender in advertising presents a range of opportunities for marketers but is linked inextricably to concepts of masculinity–femininity and sexuality and has the potential to create strong positive or negative responses from different audiences. Using an experimental methodology, this study examines how depictions of gender and sexuality combine to influence consumer attitudes. The findings demonstrate how individuals9 political ideology determines their emotional response to such advertisements and that the resulting emotional response and attitude to the advertisement act as causal mechanisms responsible for product-related attitudes." @default.
- W3019584583 created "2020-05-01" @default.
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- W3019584583 date "2020-04-24" @default.
- W3019584583 modified "2023-09-30" @default.
- W3019584583 title "LGBTQ Imagery in Advertising" @default.
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- W3019584583 doi "https://doi.org/10.2501/jar-2020-009" @default.
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