Does Sex Still Sell? Comparing Sexuality in Advertising in Men\u27s and Gay Men\u27s Magazines

摘要

This study uses a content analysis of advertisements in gay men\u27s and men\u27s magazines to better understand how gay men are portrayed in these advertisements and determine if they contain more sexuality than images of men and women in advertisements in men\u27s magazines. Previous studies have addressed gender cues and gender stereotyping in magazines, as well as sexuality being used in advertising and few have looked at how LGBT people are portrayed in magazines. This study provides a starting point for more research in the area of LGBT magazines and LGBT advertisements. It also provides a much-needed entry into the literature on media and its depiction of LGBT people. Future research should address the content and themes found in LGBT magazines and advertisements in other countries and parts of the world, as well as analyze the articles contained in these publications.