Oakenfull Gillian
Farmer School of Business, Miami University, Oxford, OH 45056, USA.
J Homosex. 2007;53(4):49-69. doi: 10.1080/00918360802101278.
The present research draws from literature relating to gay identity in psychology and sociology and feminist theory to consider the effect of gay identity and gender on gays' and lesbians' attitudes toward various types of advertising content that are most commonly used to target gay consumers. As such, this study empirically tests whether gay males' and lesbians' responses to gay-oriented advertising content are moderated by individual characteristics: (1) the degree to which they identify as gay, and (2) their gender, and by the explicitness and gender of the gay-oriented advertising imagery.
本研究借鉴了心理学、社会学和女权主义理论中与同性恋身份相关的文献，以探讨同性恋身份和性别对男同性恋者和女同性恋者对各类最常用于针对同性恋消费者的广告内容的态度的影响。因此，本研究通过实证检验男同性恋者和女同性恋者对面向同性恋的广告内容的反应是否受到个体特征的调节：（1）他们认同自己为同性恋的程度，以及（2）他们的性别，以及面向同性恋的广告意象的明确程度和性别。
