Health and Medical News and Resources

General interest items edited by Janice Flahiff

How advertising shapes the image of gayness in America

From the 5 December 2011 Eureka News Alert

University of Miami School of Communication study: Images of gays in ads now part of the mainstream

CORAL GABLES, FL (December 5, 2011)–The past decade has seen a dramatic increase in the presence of gays in American advertising. The media has transformed the stigmatized stereotype of gays into a new, socially desirable image of stylish consumers with high-end taste. This marketing strategy affects the way gays understand themselves and influences the meaning of gayness for society in general, explains Wan-Hsiu Sunny Tsai, assistant professor of advertising at the University of Miami School of Communication, in a study recently published by the Journal of Advertising.

“The findings illuminate the influential role of advertising in informing and shaping personal identities and highlights the often ignored sociopolitical dimension of advertising, Tsai says. “In other words, when marketers argue that no matter who they target, ‘it’s just business,’ their marketing messages actually have broader, cultural impacts on the minority community.”

 Click here to read the entire Eureka article

 

December 6, 2011 - Posted by | Uncategorized | , , ,

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