Homosexual Imagery in Print Advertisements: Attended, Remembered, But Disliked

Homosexual Imagery in Print Advertisements: Attended, Remembered, But Disliked

This study examines whether print advertisements featuring homosexual imagery elicit greater attention and recall while eliciting more negative responses than advertisements featuring heterosexual images. Data indicate that these advertisements were indeed better remembered and required more time to...

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Published in:Journal of homosexuality Vol. 57; no. 4; pp. 485 - 502
Main Authors: Angelini, James R., Bradley, Samuel D.
Format: Journal Article
Language:English
Published: United States Taylor & Francis Group 01-04-2010
Taylor & Francis LLC
Subjects:
Advertising
Advertising as Topic
Attitude
Attitudes
Female
Gays & lesbians
Heterosexuality
Homosexuality
Humans
imagery
Male
Memory
Perceptions
Periodicals as Topic
Press
Print advertising
Sex
Social representations
Stereotypes
Young Adult
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Abstract This study examines whether print advertisements featuring homosexual imagery elicit greater attention and recall while eliciting more negative responses than advertisements featuring heterosexual images. Data indicate that these advertisements were indeed better remembered and required more time to cognitively process, likely because of the advertisement's imagery being inconsistent with existing gender schema. Other responses demonstrated that homosexual imagery negatively impacted opinions about the advertisement itself and the brand featured, and elicited more negative self-reported valence and arousal.
AbstractList This study examines whether print advertisements featuring homosexual imagery elicit greater attention and recall while eliciting more negative responses than advertisements featuring heterosexual images. Data indicate that these advertisements were indeed better remembered and required more time to cognitively process, likely because of the advertisement's imagery being inconsistent with existing gender schema. Other responses demonstrated that homosexual imagery negatively impacted opinions about the advertisement itself and the brand featured, and elicited more negative self-reported valence and arousal. Adapted from the source document.
This study examines whether print advertisements featuring homosexual imagery elicit greater attention and recall while eliciting more negative responses than advertisements featuring heterosexual images. Data indicate that these advertisements were indeed better remembered and required more time to cognitively process, likely because of the advertisement's imagery being inconsistent with existing gender schema. Other responses demonstrated that homosexual imagery negatively impacted opinions about the advertisement itself and the brand featured, and elicited more negative self-reported valence and arousal.
This study examines whether print advertisements featuring homosexual imagery elicit greater attention and recall while eliciting more negative responses than advertisements featuring heterosexual images. Data indicate that these advertisements were indeed better remembered and required more time to cognitively process, likely because of the advertisement's imagery being inconsistent with existing gender schema. Other responses demonstrated that homosexual imagery negatively impacted opinions about the advertisement itself and the brand featured, and elicited more negative self-reported valence and arousal. Adapted from the source document. Reprinted by permission of Routledge, Taylor and Francis
This study examines whether print advertisements featuring homosexual imagery elicit greater attention and recall while eliciting more negative responses than advertisements featuring heterosexual images. Data indicate that these advertisements were indeed better remembered and required more time to cognitively process, likely because of the advertisement's imagery being inconsistent with existing gender schema. Other responses demonstrated that homosexual imagery negatively impacted opinions about the advertisement itself and the brand featured, and elicited more negative self-reported valence and arousal. [PUBLICATION ABSTRACT]
Author Angelini, James R.
Bradley, Samuel D.
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SubjectTerms Advertising
Advertising as Topic
Attitude
Attitudes
Female
Gays & lesbians
Heterosexuality
Homosexuality
Humans
imagery
Male
Memory
Perceptions
Periodicals as Topic
Press
Print advertising
Sex
Social representations
Stereotypes
Young Adult
Title Homosexual Imagery in Print Advertisements: Attended, Remembered, But Disliked
URI https://www.tandfonline.com/doi/abs/10.1080/00918361003608665
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