MANAGEMENT SLANT
- When creating advertisements, marketers must be mindful that consumer sexual orientation and gender identity can influence the formation of advertising and brand attitudes when androgynous imagery is used.
- The use of an androgynous appeal is not without implications and is regarded as making a key difference in advertising perception.
- Brands must make conscious and informed decisions on the ever-changing connotations associated with gender identity, presentation, and representation.
- Advertisements featuring androgynous images may be well received by nonmale, nonheterosexual audiences.
- Use of androgynous imagery may be most effective...