The effects of sexual appeals on physiological, cognitive, emotional, and attitudinal responses for product and alcohol billboard advertising

Annie Lang, Kevin Wise, Seungwhan Lee, Xiaomei Cai

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This chapter examines the ‘mainstream’ sexual advertising that now frequently appears in such gay and lesbian publications as The Advocate, out, and Instinct. By means of textual analysis, these ads may be studied not only to see both their blatant and hidden sexual images and innuendo, but also to consider their images and messages within the larger issue of gay and lesbian politics. The emergence of the homosexual as a minority figure occurred at mid-20th century through the convergence of politics and science. World War II provided social and sexual contacts never before available to millions of gays and lesbians. At the time, gay rights groups had accused the company, controlled by a family deeply involved in right-wing politics, of discriminating against its gay and lesbian employees. In recent years, mainstream advertisers have begun placing their ads with more blatantly homoerotic images in the gay press to attract the gay and lesbian community, and its money.

Original languageEnglish (US)
Title of host publicationSex in Advertising
Subtitle of host publicationPerspectives on the Erotic Appeal
PublisherTaylor and Francis
Pages107-132
Number of pages26
ISBN (Electronic)9781135638214
ISBN (Print)0805841180, 9780805841176
DOIs
StatePublished - Jan 1 2014

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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    Lang, A., Wise, K., Lee, S., & Cai, X. (2014). The effects of sexual appeals on physiological, cognitive, emotional, and attitudinal responses for product and alcohol billboard advertising. In Sex in Advertising: Perspectives on the Erotic Appeal (pp. 107-132). Taylor and Francis. https://doi.org/10.4324/9781410607065-13