The Gay Family in the Ad: Consumer Responses to Non-traditional Families in Marketing Communications

Borgerson, Janet; Schroeder, Jonathan E.; Blomberg, Britta; Thorssén, Erika

doi:10.1362/026725706778935646

Cited by 91 publications

(48 citation statements)

References 32 publications

(15 reference statements)

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“…Most participants preferred the family-centered theme (found in prototypes #1 and #4). This finding is consistent with the literature that points out the prevalence and embrace of family imagery as an important value in modern advertising (Aaker and Williams 1998;Borgerson et al 2006;Cortese 2007;Lin 2001). Participants also discussed the need for different colors in our prototypes, such as red and white, to show emphasis and urgency.…”

Section: Summary Of Findingssupporting

confidence: 88%

Partnering with the Public Library for Health Care Education: An Evaluation of Affordable Care Act Messages

Friedman

Kornegay

Tanner

et al. 2016

Public Library Quarterly

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Despite implementation of most of the provisions of the Affordable Care Act (ACA) by 2014, the public still has questions about the health care law. To assess the potential of using the library as a hub for ACA education, we tested existing and new culturally relevant messages about the health care law with twenty-seven community members. Participants discussed the message prototypes, including the visual components and promotional content, and provided advice to modify content and design to best reach target audiences. Future research can follow this example to engage libraries and community members in developing and evaluating culturally relevant health messages. ARTICLE HISTORY

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Section: Summary Of Findingssupporting

confidence: 88%

Partnering with the Public Library for Health Care Education: An Evaluation of Affordable Care Act Messages

Friedman

Kornegay

Tanner

et al. 2016

Public Library Quarterly

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show abstract

“…This flexible technique allows advertisements to be noticed by homosexual consumers and to go unnoticed by straight consumers (Clark 2000;Rohlinger 2002;Schroeder and Borgerson 2003;Borgerson et al 2006). Gay window advertising leaves ambiguous the sexual preference of and/or relationship between the ad's subjects.…”

Section: Concerns In Association With Gay-themed Advertising In Mainsmentioning

confidence: 99%

“…Gay window advertising leaves ambiguous the sexual preference of and/or relationship between the ad's subjects. Such advertising, by featuring a lone individual or individuals of the same sex, avoids explicit references to both homo-and heterosexuality (Borgerson et al 2006). Gay advertising also displays implicit gay imagery such as gay symbolism (Peñaloza 1996;Grier and Brumbaugh 1999).…”

Section: Concerns In Association With Gay-themed Advertising In Mainsmentioning

confidence: 99%

Symbols or icons in gay-themed ads: How to target gay audience

Kyung-ok

Kwon

et al. 2013

Journal of Marketing Communications

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“…More recently, consumer researchers are beginning to recognise the tacit operations of the heteronormative framework, which have informed much of gender research in marketing (Kates 1999;Bristor and Fischer 1993;Catterall et al 2005;Borgerson et al 2006;Peñaloza 1994). By prioritising the 'family/couple' as a valuable unit of consumption (O'Malley and Prothero 2007), marketers have silenced those voices whose relational practices fall outside of the heteronormative framework (Wilkes 1995).…”

Section: The 'Abject' Single: Exploring the Gendered Experience Of Simentioning

confidence: 99%

“…Advertisers play a significant role in constructing the cultural imagery of the 'good life' (Catterall et al 2005), which depicts sexual attraction between heterosexual couples (Schroeder and Borgerson 1998) and reinforces the idealised image of the nuclear family (Borgerson et al 2006;Kates 1999). Leach (1968) coined the term 'the cereal packet family'…”

Section: The Heterosexual Imaginary In Marketing and Consumer Researchmentioning

confidence: 99%

The abject single: exploring the gendered experience of singleness in Britain

Lai

Lim

Higgins

2015

Journal of Marketing Management

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This paper explores the gendered experience of singleness in Britain through a theoretical and empirical understanding of the 'abject'. Drawing on the writings of Judith Butler, we argue that 'singleness' is culturally pathologised as an 'abject other', a liminal state which renders the legitimation of the 'single subject' unintelligible. Through 14 active interviews withBritish singles, we demonstrate how our participants negotiate their marginal status vis-à-vis the marketplace and the broader society that continue to uphold heterosexual partnership as a normative form of intimacy. Our data uncovers persistent and powerful stereotypes of how singles ought to organize their lives and conform both to social, as well as market-driven, pressures. We therefore highlight research gaps in the experience of singleness and critique the heteronormative framework that remains dominant, yet concealed, in gender research. Summary Statement of ContributionThis paper advances a theoretical and empirical understanding of the neglected experience of singleness and how singles understand and negotiate their gendered subjectivities in a coupleoriented marketplace. Theoretically, we have enhanced understanding of how the concept of 'abjection' can be developed to expose the 'naturalisation' of heterosexual relationships as a legitimate practice. We argue that the marketplace remains politically vested in the institution of heteronormativity. Our empirical study contributes to the understanding of how the circulation of the heterosexual imaginary in the marketplace shapes the experience of singleness. Most notably, our findings reveal that the experience of singleness is structured along gendered lines: a statein which single women are 'visibly' subjected to the disciplinary power that produces their 'abject' status. While single men have seemingly averted the disciplinary gaze, on the other hand, we also show that their singleness remains tenuously tethered to the heteronormative framework.

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The Gay Family in the Ad: Consumer Responses to Non-traditional Families in Marketing Communications

Cited by 91 publications

References 32 publications

Partnering with the Public Library for Health Care Education: An Evaluation of Affordable Care Act Messages

Partnering with the Public Library for Health Care Education: An Evaluation of Affordable Care Act Messages

Symbols or icons in gay-themed ads: How to target gay audience

The abject single: exploring the gendered experience of singleness in Britain

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