An Investigation of Androgyny and SexualOrientation in Advertising
研究广告中双性化形象、性取向和性别对消费者态度的影响，发现异性恋者对双性化广告评价较低，而双性化形象在奢侈品广告中效果更好。
This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand. When viewing separate advertisements featuring a female, a male, or an androgynous model, heterosexual subjects had significantly lower evaluations of the androgynous advertisement and significantly higher evaluations of the female advertisement. In a second study, an androgynous model representing a luxury brand received significantly higher evaluations than when associated with a nonluxury brand. Male subjects offered significantly lower evaluations of the androgynous advertisements than other subjects. The combined results suggest that advertisements featuring androgynous imagery may evoke diverse responses from mainstream and LGBTQ+ consumer segments.