Effects of gay-themed advertising among young heterosexual adults from U.S. and South Korea

Abstract

Little research has been conducted to explain the effects of gay-themed advertising in a cross-cultural context. Such research has been particularly scarce in South Korea. This study is designed to investigate the effects of cultural orientation, gender, and types of gay-themed advertising in evaluation of gay male and female lesbian print ads. The study results indicate that Korean college students (i.e., collectivists) had lower tolerance of homosexuality than did U.S. college students (i.e., individualists). The study also finds that gender-role beliefs lead males to have lower tolerance of homosexuality. However, gender did not have statistically significant impacts on advertising and brand evaluation. Lastly, the study also found that lesbian imagery print ads could lead to greater tolerance of homosexuality and more favorable evaluations of the advertising and brand than could gay male imagery print ads. The current study sheds some light on the characteristics of U.S. consumers and Korean consumers on tolerance of homosexuality and gay-themed ads. Limitations and areas for further research are discussed.