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Investigating The Responses Of Gay Gen Z And Gen Y Men To Homosexual Imagery In Advertising, Lucas G. Thompson
Investigating The Responses Of Gay Gen Z And Gen Y Men To Homosexual Imagery In Advertising, Lucas G. Thompson
Honors Theses
The LGBTQ+ market is growing and expanding, especially now that younger generations who have a higher percentage of individuals who identify as LGBTQ+, are entering the market. While there exists a growing body of literature regarding gay representation in advertising, little research has explored how younger cohorts of gay men—particularly those in Generations Z and Y—respond to gay representation in conservative environments (in particular. regions where the majority public opinion and/or legislation rejects the normalization of LGBTQ+ identities). To address this question, this study aimed to explore the responses of gay Gen Z and Gen Y men towards their own …