An investigation of androgyny and sexual orientation in advertising: How androgynous imagery and sexual orientation impact advertisement and brand attitudes

Kelly Cowart and Phillip Wagner

This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand.
Cowart and Wagner

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...

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