How minority consumers use targeted advertising as pathways to self-empowerment: Gay men's and lesbians' reading of out-of-the-closet advertising

Research output: Contribution to journalArticle

26 Scopus citations

Abstract

This paper represents an interpretivist analysis of how one group of minority consumers-gay men and lesbians-respond to targeted advertising as they encounter the oppositional forces of commercial validation in the market-place and discrimination in the political domain. Interviews conducted with 25 self-identified gay and lesbian informants indicate how these consumers construct self-empowering interpretive strategies to cope with the stigma and negotiate the subordinated social status. The findings highlight the sociocultural role of advertising and the power of consumer myth, and illuminate disenfranchised consumers' struggles to seek public validation of their subcultural identity while evading potentially stigmatic subcultural distinctiveness.

Original languageEnglish (US)
Pages (from-to)85-98
Number of pages14
JournalJournal of Advertising
Volume40
Issue number3
DOIs
StatePublished - Oct 1 2011

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

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