The effect of homosexual imagery in advertising on attitude toward the ad

被引：21

作者：

Bhat, S

Leigh, TW

Wardlow, DL

机构：

[1] SAN FRANCISCO STATE UNIV,DEPT MKT,SAN FRANCISCO,CA 94132

[2] UNIV GEORGIA,ATHENS,GA 30602

来源：

JOURNAL OF HOMOSEXUALITY | 1996年 / 31卷 / 1-2期

关键词：

D O I：

10.1300/J082v31n01_10

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

This study examines the differential impact that images in magazine advertising suggestive of either homosexuality or heterosexuality have on attitude toward the ad, Results support the hypothesis that homosexual imagery in advertising led to more positive attitude toward the ad among viewers more tolerant of homosexuality than among those less tolerant of homosexuality, Surprisingly; ads with heterosexual imagery were rated less favorably by viewers tolerant of homosexuality than by those less tolerant.

引用

页码：161 / 176

页数：16

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