Crafting Mixed Sexual Advertisements for Mainstream Media: Examining the Impact of Homosexual and Heterosexual Imagery Inclusion on Advertising Effectiveness

ABSTRACT

This research applied both qualitative and quantitative methods to measure the effectiveness of mixed sexual advertisements that explicitly feature both homosexual and heterosexual models within the same message. Drawing on theoretical framework of social identity theory, this study predict mixed sexual advertisements could create a perceptual social categorization that includes both homosexual and heterosexual identities and reduces intergroup competitions between homosexual and heterosexual viewers. Results indicate that mixed sexual advertisements elicit better ad evaluation than strictly gay-themed advertisements when evaluated by a mix of homosexual and heterosexual participants. The findings suggest mixed sexual advertisements could balance between homosexual-themed advertising and gay window advertising by addressing homosexual audiences without alienating heterosexual viewers.