College of Media and Communication, Texas Tech University, Lubbock, Texas, USA.
J Homosex. 2020 Jun 6;67(7):916-939. doi: 10.1080/00918369.2018.1564005. Epub 2019 Jan 11.
This research applied both qualitative and quantitative methods to measure the effectiveness of mixed sexual advertisements that explicitly feature both homosexual and heterosexual models within the same message. Drawing on theoretical framework of social identity theory, this study predict mixed sexual advertisements could create a perceptual social categorization that includes both homosexual and heterosexual identities and reduces intergroup competitions between homosexual and heterosexual viewers. Results indicate that mixed sexual advertisements elicit better ad evaluation than strictly gay-themed advertisements when evaluated by a mix of homosexual and heterosexual participants. The findings suggest mixed sexual advertisements could balance between homosexual-themed advertising and gay window advertising by addressing homosexual audiences without alienating heterosexual viewers.
本研究采用定性和定量方法来衡量混合性别广告的效果，这些广告在同一信息中明确展示了同性恋和异性恋模特。本研究基于社会认同理论的理论框架，预测混合性别广告可以创建一个包含同性恋和异性恋身份的感知社会分类，并减少同性恋和异性恋观众之间的群体竞争。结果表明，混合性别广告在由同性恋和异性恋参与者共同评估时，比严格的同性恋主题广告获得更好的广告评价。研究结果表明，混合性别广告可以在同性恋主题广告和同性恋橱窗广告之间取得平衡，既可以吸引同性恋受众，又不会疏远异性恋观众。
