Effects of Gay-Themed Advertising among Young Heterosexual Adults from U.S. and South Korea
Abstract
1. Introduction
2. Literature Review
2.1. Attitude toward Homosexuality in the United States and South Korea
2.2. Effects of Gay-Themed Ads in United States and South Korea
2.3. Cultural Orientation (Individualism vs. Collectivism) and Its Effects in Tolerance toward Homosexuality, Gay-Themed Ads, and the Brand
2.4. Effects of Gender in Tolerance toward Homosexuality, Gay-Themed Ads, and the Brand
2.5. Types of Gay-themed Ads: Homosexual Male Imagery Print Ads vs. Lesbian Imagery Print Ads
3. Method
3.1. Subjects, Designs, and Procedure
3.2. Experimental Stimuli and Pre-Test
3.3. Measures
4. Results
4.1. Cultural Orientation: Individualism vs. Collectivism
4.2. Effect of Gender in Tolerance toward Homosexuality, Attitude toward Ad, and Brand
4.3. Types of Gay-Themed Ads: Gay Male Imagery Print Ads vs. Lesbian Female Imagery Print Ads
5. Discussion
6. Limitations and Areas for Future Research
Author Contributions
Funding
Conflicts of Interest
References
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Group (N = 330) | F | p | ||
---|---|---|---|---|
Individualists (n = 167) | Collectivists (n = 163) | |||
Tolerance toward homosexuality | 5.74 (1.26) | 3.30 (1.63) | 183.35 | 0.000 |
Effects | df | F | η2 | p |
---|---|---|---|---|
Brand Familiarity (Covariate) | 2, 319 | 5.19 | 0.032 | 0.006 |
Brand Knowledge (Covariate) | 2, 319 | 5.49 | 0.033 | 0.005 |
Cultural Orientation (A) | 2, 319 | 35.62 | 0.183 | 0.000 |
Gender (B) | 2, 319 | 0.166 | 0.001 | 0.847 |
Ad Type (Gay/Lesbian) (C) | 2, 319 | 3.93 | 0.024 | 0.021 |
A × B | 2, 319 | 0.297 | 0.002 | 0.743 |
A × C | 2, 319 | 7.63 | 0.046 | 0.001 |
B × C | 2, 319 | 0.55 | 0.003 | 0.576 |
A × B × C | 2, 319 | 1.66 | 0.01 | 0.193 |
Dependent Variables | Source of Variation | df | F | p |
---|---|---|---|---|
Attitude toward ad | Cultural Orientation (A) | 1, 320 | 54.89 | 0.000 |
Gender (B) | 1, 320 | 0.26 | 0.610 | |
Ad Type (Gay/Lesbian) (C) | 1, 320 | 7.78 | 0.006 | |
A × B | 1, 320 | 0.00 | 0.985 | |
A × C | 1, 320 | 15.27 | 0.000 | |
B × C | 1, 320 | 0.73 | 0.393 | |
A × B × C | 1, 320 | 1.23 | 0.269 | |
Attitude toward brand | Cultural Orientation (A) | 1, 320 | 59.65 | 0.000 |
Gender (B) | 1, 320 | 0.00 | 0.924 | |
Ad Type (Gay/Lesbian) (C) | 1, 320 | 2.28 | 0.132 | |
A × B | 1, 320 | 0.36 | 0.547 | |
A × C | 1, 320 | 6.32 | 0.012 | |
B × C | 1, 320 | 1.01 | 0.315 | |
A × B × C | 1, 320 | 3.32 | 0.069 |
U.S. (Individualism) (N= 167) | Korea (Collectivism) (N = 163) | |||||||
---|---|---|---|---|---|---|---|---|
Male (n = 65) | Female (n = 102) | Male (n = 67) | Female (n = 96) | |||||
Gay Men Print Ad (n = 27) | Lesbian Print Ad (n = 38) | Gay Men Print Ad (n = 53) | Lesbian Print Ad (n = 49) | Gay Men Print Ad (n = 29) | Lesbian Print Ad (n = 38) | Gay Print Ad (n = 46) | Lesbian Print Ad (n = 50) | |
Attitude toward ad | 4.46 | 4.55 | 4.74 | 4.37 | 3.08 | 3.93 | 3.11 | 3.99 |
(1.92) | (1.09) | (1.17) | (1.08) | (1.29) | (0.72) | (1.16) | (1.06) | |
Attitude toward brand | 5.13 | 5.17 | 5.34 | 4.9 | 3.95 | 4.33 | 3.87 | 4.3 |
(1.19) | (0.91) | (0.82) | (0.90) | (1.19) | (0.77) | (1.41) | (1.04) |
Group (N = 330) | F | p | ||
---|---|---|---|---|
Males (n = 132) | Females (n = 198) | |||
Tolerance toward homosexuality | 4.20 (2.04) | 4.76 (2.02) | 6.11 | 0.014 |
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Um, N.; Kim, D.H. Effects of Gay-Themed Advertising among Young Heterosexual Adults from U.S. and South Korea. Soc. Sci. 2019, 8, 17. https://doi.org/10.3390/socsci8010017
Um N, Kim DH. Effects of Gay-Themed Advertising among Young Heterosexual Adults from U.S. and South Korea. Social Sciences. 2019; 8(1):17. https://doi.org/10.3390/socsci8010017
Chicago/Turabian StyleUm, Namhyun, and Dong Hoo Kim. 2019. "Effects of Gay-Themed Advertising among Young Heterosexual Adults from U.S. and South Korea" Social Sciences 8, no. 1: 17. https://doi.org/10.3390/socsci8010017
APA StyleUm, N., & Kim, D. H. (2019). Effects of Gay-Themed Advertising among Young Heterosexual Adults from U.S. and South Korea. Social Sciences, 8(1), 17. https://doi.org/10.3390/socsci8010017