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Keywords: Advertising reception
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (4): 1219–1241.
Published: 14 March 2023
... European society the relevance of context when researching gay-themed advertisement reception, the results add to primarily US-based research on this topic. Clear points of identification for LGBTQ viewers by featuring easily identifiable LGBTQ characters, depicting erotic desire and affection...
