An examination of differences in product types and gender stereotypes depicted in advertisements targeting masculine, feminine, and LGBTQ audiences

Abstract

ABSTRACT Advertising often depicts traditional gender stereotypes. However, the LGBTQ community represents a market that does not conform to these stereotypes. This study used a content analysis to analyze 360 magazine advertisements targeting various audiences (male, female, LGBTQ) to examine differences in product type promotion and gender depictions. In terms of product types, appearance-based products target feminine audiences, hedonistic products target masculine audiences, and homosexuality-based ads depict products tailored for the unique needs of the LGBTQ community. Additionally, advertisements in masculine and feminine magazines used traditional gender stereotypes, while LGBTQ advertisements did not contain these stereotypes.