Project Director

Franklin, Alycia

Department Examiner

Taylor, Valerie A.; Roundy, Philip

Department

Dept. of Marketing and Entrepreneurship

Publisher

University of Tennessee at Chattanooga

Place of Publication

Chattanooga (Tenn.)

Abstract

The LGBTQ+ market is growing and expanding, especially now that younger generations who have a higher percentage of individuals who identify as LGBTQ+, are entering the market. While there exists a growing body of literature regarding gay representation in advertising, little research has explored how younger cohorts of gay men—particularly those in Generations Z and Y—respond to gay representation in conservative environments (in particular. regions where the majority public opinion and/or legislation rejects the normalization of LGBTQ+ identities). To address this question, this study aimed to explore the responses of gay Gen Z and Gen Y men towards their own representation in advertising. This research considers this demographic’s reactions to gay male representation in advertising, and their internalizations of these reactions, and does so within a population with a high concentration of Gen Z and Gen Y individuals residing in a regionally conservative political culture.

Acknowledgments

Special thanks to Dr. Valerie Taylor, Dr. Alycia Franklin, Dr. Philip Roundy, and the Gary W. Rollins College of Business for supporting this research.

IRB Number

22-033

Degree

B. S.; An honors thesis submitted to the faculty of the University of Tennessee at Chattanooga in partial fulfillment of the requirements of the degree of Bachelor of Science.

Date

5-2023

Subject

Gays in advertising--United States; Young gay men--Attitudes

Keyword

gay representation; advertising; LGBTQ+ advertising

Discipline

Marketing

Document Type

Theses

Extent

67 leaves

DCMI Type

Text

Language

English

Rights

http://rightsstatements.org/vocab/InC/1.0/

License

http://creativecommons.org/licenses/by-nc-nd/4.0/

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Marketing Commons

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