Queervertising: An empowerment tool for the gay men and lesbian community.

ABSTRACT: Background: Today's society clams to be more inclusive, but there has been a lack of practical examination of this area. This study analyses how advertising and society interact and evolve in parallel, with advertising seeking to balance more traditional representations - in accordance with the Mirror Theory - with mainstreaming, which can influence social change. In this case, analysis is focused on the homosexual community. Methods: A content analysis of audiovisual advertising in Spain from the 1960s to 2021 is carried out in addition to a review of historical milestones and legislation. Results: The results evidence the transformation of advertising. The main findings show a shift from the total invisibility of the gay men and lesbian community in the 1960s to effe

SUBMITTER: Iglesias-Sanchez PP 

PROVIDER: S-EPMC10036954 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature