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dc.contributor.advisorYoung, Stephanie L.
dc.contributor.advisorRauscher, Emily A.
dc.contributor.advisorDurham, Wesley T.
dc.contributor.authorHarlan, Sarah Beth
dc.date.accessioned2019-12-09T18:13:42Z
dc.date.available2019-12-09T18:13:42Z
dc.date.issued2015
dc.identifier.urihttp://hdl.handle.net/20.500.12419/313
dc.descriptionThesis available in Rice Library University Archives and Special Collection.
dc.description.abstractAs the number of same-sex families continues to grow, many companies are taking notice of the desirable market. With buying power estimated at $830 billion, marketers are beginning to target the LGBT population with advertising featuring gay and lesbian individuals and families. As these advertisements become more prevalent, it is important to measure audience's perception of them. This study measured reactions to an advertisement featuring a same-sex family, as well as the effect of the same-sex familial advertisement on consumers' attitudes toward the advertised brand. In addition, to offer insight into the cultural shift of what constitutes a family, perceptions of family, and how one defines family, as well as attitudes toward homosexuality were measured. Results suggest that participants more positively associated with the advertised brand after viewing the advertisement featuring a same-sex family. When controlling for views about homosexuality, there was no significant difference in definition of family and the participant's reactions to the advertisement.
dc.titleDefining family : college students' definitions of family and their perceptions of same-sex family advertisments
html.description.abstractAs the number of same-sex families continues to grow, many companies are taking notice of the desirable market. With buying power estimated at $830 billion, marketers are beginning to target the LGBT population with advertising featuring gay and lesbian individuals and families. As these advertisements become more prevalent, it is important to measure audience's perception of them. This study measured reactions to an advertisement featuring a same-sex family, as well as the effect of the same-sex familial advertisement on consumers' attitudes toward the advertised brand. In addition, to offer insight into the cultural shift of what constitutes a family, perceptions of family, and how one defines family, as well as attitudes toward homosexuality were measured. Results suggest that participants more positively associated with the advertised brand after viewing the advertisement featuring a same-sex family. When controlling for views about homosexuality, there was no significant difference in definition of family and the participant's reactions to the advertisement.
dc.contributor.degreeMaster of Arts in Communications
dc.typeThesis (M.A.)--University of Southern Indiana, 2015


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