“…Given the perceived greater purchasing power of homosexual gay men and the social achievements the LGBT population have had in many countries, business has begun to develop increasingly diversified services to meet the needs of gay men and develop the advertising that highlights the body of the gay, white and wealthy man (Trevisan, 2000). For some companies, homosexual men became the focus of commercial action, given that they are often loyal customers to the brands with which they identify themselves, buy the products stimulated more because of quality and style than price and have a greater amount of money to invest in themselves, consuming much of their gains with entertainment and travel (Jesus, 2017). However, in the light of the persistence of conservative traits in various contemporary societies, the movement of some companies towards the demands of homosexual men has fluctuated due to the fear of losing heterosexual consumers and the opportunity to attract new clients (Mendonç a, 2012; Tamagne, 2013).…”