Conference Proceeding

Ads, Advocates, and Allies in Navigating the Road from Marginalization to Legitimation

Cherup, Abigail Nappier, Shepherd, Steven

2019

Overview

This session investigates how marginalized consumer groups gain legitimacy through marketing and consumption, with a special focus on the LGBTQi community. The papers approach this question using a variety of methodologies and a diverse range of samples, including LGBTQ-t communities, allies, and marketing professionals. Understanding the legitimation of marginalized groups is of increasing importance to society in general and marketing specifically. In sum, this work contributes to the literature on gender in advertising. There has been little research focus on LGTQ advertising and sexual and gender minorities, and much of this work has focused on heterosexual response to LGBTQ advertising. Additionally, there is little research in advertising literature that examines best practices to reaching LGBTQ communities. The present work addresses this gap both by identifying the importance of inclusively and authenticity in advertising messages targeted to LGBTQ communities, and defining what inclusive and authentic advertising is to LGBTQ consumers--nuanced representations, intentional visibility effects, and universal messaging.

• Publisher: Association for Consumer Research
• Subject: Advertising / Attitudes / Between-subjects design / Consumers / Gays & lesbians / Gender / Gender equity / Heterosexuality / Inclusion / Legitimacy / LGBTQ community / Logos / Marketing / Online advertising / Perceptions / Sexuality / Social exclusion