Gay Advertising Research
|Keywords||Homosexuality advertisement Advertisement host Goal audiences Content analysis Media|
In recent years along with the mass media unintentional propaganda and the even more tolerant social atmosphere made homosexuality film, television and writing being in flood, the homosexuality community more and more appeared in the populace field of vision, therefore the massive advertisements attempt to touch the sensitive homosexuality topic. This advertisement phenomenon and the brand marketing phenomenon are this research origin.The author attempting to union advertising, sociology, religious, politics specialized contents, reorganized an academic on the advertisement involved the homosexuality community. At the same time, through (including has homosexuality image or take homosexuality community to the homosexuality advertisement as target audience advertisement) Carries on the dissemination study analysis, induces this kind of advertisement the characteristic and the survey, and makes system’s content analysis under the advertisement discipline’s frame to it; On the other hand, combs the history of the homosexuality advertisement, narrates the extant question of the homosexuality advertisement, and forecasts this future prospect——“the ideal market”.The author tried that through this reorganization and the analysis, can fill the domestic school of advertising in this phenomenon words flaw, appealed that more scholars conduct more thorough research to the homosexuality consumer market and the homosexuality advertisement; simultaneously has also provided with the homosexuality advertisement related material and the data for the advertisement host, so that later can locate the homosexuality market and the development homosexuality ad campaign accurately.