Makg the Ad Perfectly Queer: Marketg "Normaly" to the Gay Men's Communy? on JSTOR

Contents:

• KEV MAXEN BE FIRST MALE ACH A US MEN’S PROFSNAL SPORTS LEAGUE TO PUBLICLY E OUT AS GAY
• NEW ‘GAY WATER’ LOOKS TO AVOID BUD LIGHT DISASTER
• JAGUARS’ KEV MAXEN IS FIRST MALE ACH TO E OUT AS GAY US MEN’S PRO SPORTS
• GAY AND STRAIGHT MEN PREFER MASCULE-PRENTG GAY MEN FOR A HIGH-STAT ROLE: EVINCE FROM AN ELOGILLY VALID EXPERIMENT
• JAGUARS ASSISTANT KEV MAXEN IS FIRST MALE NFL ACH TO E OUT AS GAY
• JAGS' MAXEN IS FIRST MALE AMERIN PRO SPORTS ACH TO E OUT AS GAY
• ABSOLUT CELEBRAT ITS 30 YEARS OF MARKETG TO GAY CONSUMERS
• THE GAY AND LBIAN MARKET THE U.S.: TRENDS AND OPPORTUNI THE LGBT COMMUNY, 6TH EDN
• GAY & LBIAN CONSUMER INX STUDY

KEV MAXEN BE FIRST MALE ACH A US MEN’S PROFSNAL SPORTS LEAGUE TO PUBLICLY E OUT AS GAY

Bisexual men are perceived to sound more mascule than men who are straight, acrdg to a study of Atralian subjects.Amics at the Universy of Sydney pared the voic of gay, straight and bisexual men a study volvg 160 people.In the rearch led by clil psychologist Jam Morandi, people were reced to analyse the voic of 60 men, 20 of whom were gay, 20 straight and 20 bisexual.

They were then asked to rate the men on their sexual orientatn g a sle om zero (exclively heterosexual) to 10 (exclively homosexual).Listeners were also asked to rate each man’s perceived level of femy or masculy the voic on a siar sle.The men volved the study were asked to rerd themselv on a smartphone recg the first two l of the Atralian natnal anthem.Voice sampl were then modified to remove any background noise while volume levels were ma the same to ensure nsistency.Rults om the study showed listeners uld distguish between gay and straight men’s voic wh an accuracy of 62 per cent, apparently nsistent wh prev rearch.However, the study participants uld not terme any differenc between bisexual and straight men’s voic wh any gree of accuracy.

The thors said their rearch showed bisexual men’s voic were perceived as beg more exclively attracted to women pared wh both gay and straight men’s voic.Bisexual men’s voic were rated as more mascule than both gay and straight men’s voic.Rearchers claimed the abily to intify a man’s bisexual inty om his voice alone uld have cril social implitns such as helpg to rce feelgs of alienatn.‘Voice may unter visibily many bisexuals feel’An abstract of the study, tled Can listeners tect if a man is bisexual om his voice alone, reads: “The prent study examed whether bisexual men n be intified om their voic ak to how gay men n be intified on their voice alone.“If this is the se, voice may be an important target of discrimatn on the one hand but may also unter the visibily many bisexuals feel (if their bisexual inti n be apprehend by their voice alone, whout explic disclosure required).“The fdgs may also she light on whether bisexual male voic, like gay male voic, differ om straight voic terms of their genr non-nformy – a qutn that to date has not been examed.”But amics noted the rearch was limed on the grounds all men who participated the study are Atralian, which may not be reflected among wir cultur.And the thors nced the study did not ntrol for the rerdg environment or microphone-to-mouth distance, which uld have affected the qualy of the voice sampl.The thors said the fdgs suggted that while the voic of bisexual men the sample were perceived as more mascule and attracted to femal, listeners did not associate this imprsn wh bisexualy.As a rult, while bisexual men may appear to be at lower risk of facg voice-based intifitn and discrimatn than gay men, they may often be mistaken as beg straight.The study was published the Journal of Sex Rearch. This associatn between masculy and stat endowment has plex implitns for gay men, given the prevailg stereotype that they are more feme pared to heterosexual men (Ke & Dx, 1987; Lippa, 2000; Mchell & Ellis, 2011; Sanchez et al., 2009) Men and the Feme StereotypeSuch a stereotype reflects, to some extent, average differenc genr-typily between gay and heterosexual men. Policg of masculy among gay men is not only self-directed; there is also evince of prejudice toward more feme gay men om wh the gay muny (Bailey et al., 1997; Hunt et al., 2016) Penalti for Feme Gay MenContemporary theori of effective learship have challenged the perceived virtu of masculy.

NEW ‘GAY WATER’ LOOKS TO AVOID BUD LIGHT DISASTER

Theoretil explanatns for the fdgs nsistently foc on the possibily that gay men elic such discrimatn bee of the stereotype that they are feme and are therefore perceived as ls equipped to occupy higher-stat posns social hierarchi, such as the workplace (Ke & Dx, 1987; Lord et al., 1984). Th, the rearch appears to suggt that feme gay men are at particular risk of stat penalti, pecially om dividuals who posss anti-gay Sentiment Amongst Gay MenA further qutn regardg potential stat penalti for feme vers more mascule-prentg gay men is how plic gay men themselv may be perpetuatg such prejudice.

JAGUARS’ KEV MAXEN IS FIRST MALE ACH TO E OUT AS GAY US MEN’S PRO SPORTS

Whereas most relevant rearch has ed heterosexual sampl, both lab and field studi on romantic partner preferenc amongst gay men highlight a monplace sire for mascule over feme tras potential partners (Bailey et al., 1997; Clarkson, 2006; Laner & Kamel, 1977; Sanchez & Vila, 2012; Tayawadep, 2002).

Such a nnectn suggts that the extent to which gay men ternalise societal stigma about beg gay may fluence their treatment of dividuals who posss stigmatised is a nsirable lerature monstratg that gay men discrimate agast more feme gay mal beyond the romantic ntext (Brooks et al., 2017; Ravenhill & Visser, 2019; Sánchez & Vila, 2012; Taywadep, 2002). Provid important advanc offerg elogilly valid monstratns of the rctn stat btowed upon feme men by heterosexual dividuals, important unaddrsed qutns rema about whether gay dividuals also show such a bias, g d-visual stimuli, and what psychologil mechanisms might expla such bias. Demonstratg that gay men are as likely to discrimate agast feme gay men as heterosexuals would ntribute to the emergg awarens of tramory prejudice as an area of ncern for the gay Current StudyThe aim of this study is to explore whether a relatively feme-prentatn negatively impacts stat attament for gay men g a more elogilly valid methodology that allows meangful parisons of the reactns of gay and heterosexual men.

GAY AND STRAIGHT MEN PREFER MASCULE-PRENTG GAY MEN FOR A HIGH-STAT ROLE: EVINCE FROM AN ELOGILLY VALID EXPERIMENT

Moreover, the study aims to tt psychologil mechanisms that may unrly the hypothised reluctance to endow stat to feme-prentg gay relevant lab studi to date have measured stat attament g direct measur, such as subjective ratgs of learship effectivens or behavural tentns.

Six cis-male, Whe-Atralian profsnal actors, 25 to 35 years old (who all intify as gay real life) were filmed performg an intil vox pop script two ways; 1) once where they were directed to manipulate their voice and body language (VBL) to be more feme, and 2) once where their VBL was to be more mascule. 3Frequency of Vot for Each Actor by Heterosexual and Gay Participants (N = 256)Full size imageMeasurStat EndowmentA sgle forced-choice em askg participants to select their preferred ndidate read as follows:“Please now vote for the actor you thk should be st the Ad Campaign promotg tourism to Sydney.

Usg 5-pot Likert sle where a sre of “0” dited “Totally agree” and a sre of “5” dited “Totally disagree”, gay participants were asked to rate how much they endorsed the ems, “I wish I were heterosexual”; “If were possible I’d choose to be straight”; and “I believe is unfair that I am attracted to people of the same sex”.

JAGUARS ASSISTANT KEV MAXEN IS FIRST MALE NFL ACH TO E OUT AS GAY

The average of each participant’s three rpons were lculated to create their Internalised Homonegativy Attus (Heterosexual Participants Only)To measure anti-gay attus we ployed an adapted 6-em versn of the Morn Homonegativy Sle (MHS; Morrison & Morrison, 2002), as ed by Morton (2017), to exclively asss ntemporary negative attus toward gay men. Usg 5-pot Likert sle, where a sre of “0” dited “Totally agree” and a sre of “5” dited “Totally disagree”, heterosexual participants were asked to rate statements such as, “Gay men have all the rights they need”; and “Gay men seem to foc on the ways which they differ om heterosexuals, and ignore the ways which they are siar”. 195], that we predicted higher ternalised homonegativy levels would be associated wh a lower likelihood of votg for a feme gay exploratory logistic regrsn analysis was unrtaken to exame if morn sexism predicted ls likelihood of choosg a feme gay male (over a mascule gay male) actor, and if this effect was morated by each participant’s sexual orientatn.

The fdg that stronger anti-gay negativy predicted preference for the mascule-prentg actor amongst heterosexual men also replit prev studi (Morton, 2017; Pellegri et al., 2020), offerg further evince for the nnectn between feme-prentatn among gay men and the creased risk of stat-penalti om dividuals who harbour anti-gay attus, even unr circumstanc of affirmative actn (i. (2021a) found that stronger ternalised anti-gay sentiment predicted masculy-bias – le wh the proposn that the more shame one feels about their sexualy, the ls likely they will want to be reprented by a fellow group-member who perpetuat negative the current study, however, a preference for mascule-prentg actors amongst gay participants was not signifintly predicted by levels of ternalised anti-gay sentiment.

JAGS' MAXEN IS FIRST MALE AMERIN PRO SPORTS ACH TO E OUT AS GAY

The three-em ternalised homonegativy subsle (Mohr & Kendra, 2011) clud ems, such as “I wish I was heterosexual, ” that may have suffered om a floor-effect, whereby the ems were too extreme to be endorsed by a ntemporary sample of gay men (particularly if such gay men were motivated to nceal obv -group prejudice).

However, future studi uld vtigate how masculy and attractivens teract ntributg to stat attament for gay male targets, pecially to terme whether attractivens is protective agast stat-penalti for feme-prentg gay sign of the current study did not allow for direct asssments of the unrlyg reasons for a masculy bias to avoid raisg participants’ spicn, but future rearch wh a different sign may benef om tappg such reasons more directly. The current study’s fdgs further highlight how this ntemporary shift attus toward learship and stat ntu to reprent a tensn for feme-prentg gay men who have been stereotypilly perceived as ‘warm’ but not ‘petent’ pared to mascule-prentg gay men (Clsell & Fiske, 2005) current study is also among the first to show that gay men themselv are plic stat-penalti agast feme-prentg members of their own muny. Buy now om Amazon | Barn & Noble | IndieBound | Apple BooksIf you're gog to go where the money is—to pursue the greatt spendg power—you'll be jog an ever-creasg number of pani (still somewhat quietly) reachg out specifilly to lbian, gay, bisexual, transgenr, and queer nsumers.

Marketg to the gay and lbian populatn is, s sence, takg a shortcut to a more affluent, more eely spendg nsumers are twice as likely to buy a vatn home, six tim more likely to buy and have stalled a home theater system, and eight tim more likely to own multiple mobile vic and puters than heterosexuals. Gay and bisexual men (46% of the market)Lbian and bisexual women (also 40% of the market)Genr-expansive cludg everybody else but heterosexual (8% of the market)The generatn divis are:Millennial (born 1981–1999)Gen X (born 1965–1980)Boomer (1942–1964)A closer look at the inti, brief:Gay and bisexual men. -- Jaguars assistant strength and ndng ach Kev Maxen has bee the first male ach major Amerin men's profsnal sports to publicly e out as gay, tellg he ma the cisn bee he didn't want to hi who he is any longer and to possibly spire others siar suatns.It's a cisn and move that drew praise and support om owner Shad Khan, who was a vol and emphatic supporter of a cy ordance that expand protectns on the grounds of sexual orientatn, genr inty and genr exprsn."I don't want to feel like I have to thk about anymore," Maxen said the piece published Thursday afternoon.

ABSOLUT CELEBRAT ITS 30 YEARS OF MARKETG TO GAY CONSUMERS

-- Jaguars assistant strength and ndng ach Kev Maxen has bee the first male ach major Amerin men's profsnal sports to publicly e out as gay, tellg he ma the cisn bee he didn't want to hi who he is any longer and to possibly spire others siar 's a cisn and move that drew praise and support om owner Shad Khan, who was a vol and emphatic supporter of a cy ordance that expand protectns on the grounds of sexual orientatn, genr inty and genr exprsn. Absolut beme the “first big brand to m to and pursue the market” by beg “the first ntuoly prent major brand gay media, ” said Michael Wilke, the former executive director of the Commercial Closet Associatn who is now senr Uned Stat nsultant for Out Now Consultg.

A prt ad will appear publitns read primarily by gay men and lbians like The Advote, Instct and Out, as well as two general-market magaz, Vany Fair and prt ad was created llaboratn by Pernod Rird USA; TBWA/Chiat/Day New York, part of the TBWA Worldwi divisn of the Omni Group, which has been producg Absolut mpaigns sce 1980; SPI Marketg New York, which has been the Absolut agency for the L.

THE GAY AND LBIAN MARKET THE U.S.: TRENDS AND OPPORTUNI THE LGBT COMMUNY, 6TH EDN

It was Michel Roux, the print and chief executive of Carillon, who first cid that Absolut should pursue gay and lbian nsumers bee, he was fond of sayg, they were trendsetters whose brand-buyg habs would eventually be adopted by younger, hipper segments of the market.

GAY & LBIAN CONSUMER INX STUDY

And while parentg trends grow, we also see evince through Cens snapshots that same-sex upl rema ls likely than their married heterosexual unterparts to have kids, and they are more likely to have both partners the workforce, factors which yield slightly higher per pa hoehold e, pecially the se of gay male upl. : Trends and Opportuni the LGBT Communy, 6th Edn" is now s fully updated form, and is nsired the most prehensive thory on accsible, non-proprietary market rearch piled by Packaged Facts and Weck-Combs Communitns, Inc and brought to market wh It provis brand-new analysis of the mographic profil, nsumer behavrs, and purchasg power of the timated 15 to 16 ln adult gay men and lbians the Uned Stat. Wh over 16 years experience this unique market, Weck-Combs Communitns not only serv as a bridge between rporate Ameri and lbian, gay, bisexual and transgenr nsumers (LGBT), but also provis unsel to untls non-prof anizatns that aim to te the public on gay and lbian issu or to better reach their LGBT membership.