Major
Communication
Anticipated Graduation Year
2026
Access Type
Open Access
Abstract
This study focuses on patterns in LGBTQ+ representation in advertising content in order to best understand how to represent LGBTQ+ individuals and avoid rainbow-washing. Content analysis of television and digital advertisements featuring LGBTQ+ representation was conducted to understand demographic trends in LGBTQ+ representation. Attention was placed on external and contextual cues illustrating what tools were being used to communicate LGBTQ+ representation and trigger identity salience within consumers. Data suggested variance in identity and race, with most samples incorporating contextual cues, suggesting brands should incorporate more variety in representation for age, as well as mix of contextual and explicit cues.
Faculty Mentors & Instructors
Dr. Taeyoung Kim, Assistant Professor, School of Communication
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
LGBTQ+ Consumer Perceptions of Authenticity and Rainbow-Washing in Advertising Content
This study focuses on patterns in LGBTQ+ representation in advertising content in order to best understand how to represent LGBTQ+ individuals and avoid rainbow-washing. Content analysis of television and digital advertisements featuring LGBTQ+ representation was conducted to understand demographic trends in LGBTQ+ representation. Attention was placed on external and contextual cues illustrating what tools were being used to communicate LGBTQ+ representation and trigger identity salience within consumers. Data suggested variance in identity and race, with most samples incorporating contextual cues, suggesting brands should incorporate more variety in representation for age, as well as mix of contextual and explicit cues.