Visual images in advertising to the gay market

Conference item

Marshall, Al. (2011). Visual images in advertising to the gay market. ANZMAC 2011 Conference Proceedings. Perth, Australia: Australian and New Zealand Marketing Academics Conference. pp. 1 - 10
AuthorsMarshall, Al
Abstract

This study focuses on analysis of visual images appearing in 12 free publications that target the gay market in 6 countries. Using content analysis the study identifies the dominant product categories, and the main types of visual advertising images appearing in these publications. It finds evidence of both customization of images to the target market using images previously identified by the limited number of other studies undertaken, but also usage of a substantial number of „mainstream‟ images, and some evidence of symbolic gay icons. It finds that there were no great differences between the 6 metropolitan markets in different countries.

Year2011
PublisherAustralian and New Zealand Marketing Academics Conference
Publisher's version
File Access Level
Controlled
Page range1 - 10
ISBN9780646563305
Research GroupPeter Faber Business School
Place of publicationPerth, Australia
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