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11/16/2005

Study: Are gays more easily cajoled by Madison Avenue?

by Jeremy Hooper

A new study from Witeck-Combs Communications indicates that while larger percentages of gay and lesbians feel advertising rarely shows people like themselves, they are more likely than heterosexuals to have an ad, particulary those on TV and in magazines, inspire them to purchase the product being pitched. Unless, we'd assume, the product being pitched involves the genitalia of the opposite sex -- even the snappiest of jingles seems unlikely to convince a gay man to care about feminine napkins or a lesbian to concern herself with boner pills.

Additionally, the survey shows that only 4% of both heteros and homos find Web-based advertising "valuable," meaning, of course, that we're f**ked.

Does Advertising Motivate Gay Consumers Differently Than Non-Gay Consumers? [W-C Press Release via PRNewsWire]

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