黑料吃瓜网

Home⇛International Journal of Multidisciplinary: Applied Business and Education Research⇛vol. 6 no. 6 (2025)

The Coming Out of Advertising: Bulakeño Millennials' and Generation Z Responses to Homosexual-Themed Advertisements

Allyana Denise Blas | Chayra Fiel Dela Cruz | John Benedict Dela Rosa | Analyn Guiao | Beverly Valencia | Jian Carlo D. Tan

Discipline: Education

 

Abstract:

Homosexual imagery in advertising has increased in recent years, re-flecting greater inclusivity and diversity in marketing. Even though such campaigns gained global attention, reactions differed across cultural contexts. This study explored Filipino consumers' tolerance of homosex-uality and its impact on responses to homosexual-themed advertising and brand attitude. It also examined how developmental factors, tradi-tional culture, and generational differences influenced homosexual tol-erance. Through a quantitative approach, data from 403 participants were gathered via an online survey. The researchers analyzed variable correlations using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results revealed that a higher tolerance of homosexuality correlated with a more positive attitude toward such advertisements and brands. Furthermore, developmental factors and generational dif-ferences positively influenced homosexual tolerance, whereas tradi-tional culture had a negative impact. Understanding these factors pro-vided insights for advertisers and marketers on inclusive campaigns that resonated with diverse audiences and laid a foundation for future research.



References:

  1. Badgett, M. V., Park, A., & Flores, A. R. (2018). Links Between Economic Development and New Measures of LGBT Inclusion. 
  2. Champlin, S., & Li, M. (2020). Communicating support in pride collection advertising: the impact of gender expression and con-tribution amount. International Journal of Strategic Communication, 14(3), 160–178. 
  3. Cheah, I., Teah, M., Lee, S., & Davies, Z. (2020). Straight eye for the queer ad: attitudes, skepticism, inferences of manipulative in-tent and willingness to buy. Asia Pacific Journal of Marketing and Logistics, 33(5), 1220–1238. 
  4. Frankel, S., & Ha, S. (2020). Something seems fishy: mainstream consumer response to drag queen imagery. Fashion and Textiles, 7(1), Article 25. 
  5. Fried, M., & Opree, S. J. (2023). Advertising has come out: Viewers’ perception of the por-trayal of lesbian, gay, and transgender characters in advertising. Poetics, 96, 101761. 
  6. Gaber, H. R., Wright, L. T., & Kooli, K. (2019). Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and person-alization. Cogent Business & Management, 6(1). 
  7. Georgiou, Y., Patsantaras, N., & Kamberidou, I. (2018). Homophobia predictors – A case study in Greece: Heterosexual physical education student attitudes towards male and female homosexuality. Journal of Physical Education and Sport, 18(2), 1209–1216. 
  8. Gerbner, G. (1969). Toward “cultural indica-tors”: The analysis of mass mediated pub-lic message systems. AV Communication Review, 17(2), 137–148.
  9. Gillig, T. K., Rosenthal, E. L., & Murphy, S. T. (2018). More than a media moment: The influence of televised storylines on
  10. viewers’ attitudes toward transgender people and policies. Sex Roles, 78(7–8), 515–527. 
  11. GLAAD. (2023, May 29). Facts about LGBTQ inclusion in Ads/Marketing and about An-ti-LGBTQ violence today. 
  12. Gong, Z. H. (2019). Crafting Mixed sexual ad-vertisements for Mainstream media: Ex-amining the impact of homosexual and heterosexual imagery inclusion on adver-tising effectiveness. Journal of Homosexu-ality, 67(7), 916–939. 
  13. Greenland, S., Senn, S. J., Rothman, K. J., Carlin, J. B., Poole, C., Goodman, S. N., & Altman, D. G. (2016). Statistical tests, P values, confidence intervals, and power: a guide to misinterpretations. European Journal of Epidemiology, 31(4), 337–350. 
  14. Hall, W. J., & Rodgers, G. K. (2018). Teachers’ attitudes toward homosexuality and the lesbian, gay, bisexual, and queer commu-nity in the United States. Social Psycholo-gy of Education, 22(1), 23–41. 
  15. Hazzouri, M. E., Main, K. J., & Sinclair, L. (2019). Out of the Closet: When Moral Identity and Protestant Work Ethic Im-prove Attitudes toward Advertising Fea-turing Same-Sex Couples. Journal of Ad-vertising, 48(2), 181–196. 
  16. Herget, A., & Bötzl, F. (2021). Sounds like re-spect. The impact of background music on the acceptance of Gay Men in Audio-Visual Advertising. Frontiers in Psycholo-gy, 12. 
  17. Hernaez, J. (2024, October 28). PH more ac-cepting of LGBTQ? What study vs experi-ence say. ABS-CBN. 
  18. Hoffmann, E. M., De Souza, M. J. B., Morrison, M., & Morrison, T. (2021). Beyond the rainbow: Attitudes of Brazilian consum-ers regarding homoaffective advertise-ments. Revista Brasileira de Marketing, 20(2). 
  19. Jackson, C. (2021, June 9). LGBT+ Pride 2021 Global Survey points to a generation gap around gender identity and sexual attrac-tion. Ipsos. 
  20. Janssen, D., & Scheepers, P. (2018). How relig-iosity shapes rejection of homosexuality across the globe. Journal of Homosexuali-ty, 66(14), 1974–2001. 
  21. Lee, S. (2021). Social tolerance and economic development. Social Indicators Research, 158(3), 1087–1103. 
  22. Lin, H., Chen, Y., Ko, N., Chang, Y., Lu, W., & Yen, C. (2021). Perception of Attitudes of the General Population toward Homo-sexuality in Taiwan: Roles of Demograph-ic Factors, Mental Health, and Social De-bates on Legalizing Same-Sex Marriage. International Journal of Environmental Research and Public Health, 18(5), 2618. 
  23. Lin, H., Lin, Y., Chang, Y., Lu, W., & Yen, C. (2021). Attitudes toward Homosexuality among Nurses in Taiwan: Effects of Sur-vey Year and Sociodemographic Charac-teristics. International Journal of Envi-ronmental Research and Public Health, 18(7), 3465. 
  24. Navarro, M. C., Barrientos, J., Gómez, F., & Ba-hamondes, J. (2019). Tolerance of homo-sexuality in South American countries: A multilevel analysis of related individual and sociocultural factors. International
  25. Journal of Sexual Health, 31(3), 257–268. 
  26. Nielsen. (2021, July 21). Over the Rainbow: How Brands Can Take Action with Adver-tising Beyond Pride Month. 
  27. Oyarce-Vildósola, O., Rodríguez-Fernández, A., & Maury-Sintjago, E. (2022). Association between Homophobia and Sociodemo-graphic Characteristics in Health Workers in Southern Chile. International Journal of Environmental Research and Public Health, 19(21), 13749. 
  28. Polkinghorne, R., Madinga, N. W., Broster, P., Kappatos, A., Kirr, J., Kader, J., Mophethe, C., Joseph, A., & Roodt, S. (2022). The new normal: exploring heterosexual consum-ers’ responses to Lesbian and Gay-Themed adverts in South African main-stream media. SAGE Open, 12(3). 
  29. Read, G. L., Van Driel, I. I., & Potter, R. F. (2018). Same-Sex Couples in Advertise-ments: An investigation of the role of im-plicit attitudes on cognitive processing and evaluation. Journal of Advertising, 47(2), 182–197. 
  30. Rich, T. S., & Eliassen, I. (2020). Proximity, contact and tolerance of homosexuals in Korea: evidence from an experimental survey. Asian Journal of Political Science, 28(3), 195–211. 
  31. Rollè, L., Sechi, C., Santoniccolo, F., Trombetta, T., & Brustia, P. (2021). The relationship between sexism, affective states, and atti-tudes toward homosexuality in a sample of heterosexual Italian people. Sexuality Research and Social Policy, 19(1), 194–206. 
  32. Siedlecki, S. L. (2019). Understanding descrip-tive research designs and methods. Clini-cal Nurse Specialist, 34(1), 8–12. 
  33. Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel & W. G. Austin (Eds.), Psychol-ogy of intergroup relations (pp. 7–24). Hall Publishers.
  34. The Williams Institute at UCLA School of Law. (2024, July 8). Social acceptance of LGBTI people in 175 countries and locations - Williams Institute. Williams Institute. 
  35. Um, N., & Kim, D. H. (2019). Effects of Gay-Themed Advertising among Young
  36. Heterosexual Adults from U.S. and South Korea. Social Sciences, 8(1), 17. 
  37. Wang, Y., Hu, Z., Peng, K., Rechdan, J., Yang, Y., Wu, L., Xin, Y., Lin, J., Duan, Z., Zhu, X., Feng, Y., Chen, S., Ou, J., & Chen, R. (2020). Mapping out a spectrum of the Chinese public’s discrimination toward the LGBT community: results from a na-tional survey. BMC Public Health, 20(1). 
  38. Yeck, A. T., & Anderson, V. N. (2018). Homo-sexuality as Haram: Relations among Gender, Contact, Religiosity, and Sexual Prejudice in Muslim Individuals. Sex Roles, 81(3–4), 192–207. 

 


Tools


Copyright © 2025   黑料吃瓜网