Taylor, Valerie A.; Roundy, Philip
University of Tennessee at Chattanooga
Place of Publication
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.
Special thanks to Dr. Valerie Taylor, Dr. Alycia Franklin, Dr. Philip Roundy, and the Gary W. Rollins College of Business for supporting this research.
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.
Gays in advertising--United States; Young gay men--Attitudes
Thompson, Lucas G., "Investigating the responses of gay Gen Z and Gen Y men to homosexual imagery in advertising" (2023). Honors Theses.