The effect of color lightness on nonheteronormative‐themed advertising evaluation

Objective : This research examined the effects of color lightness on evaluating advertisements featuring nonheteronormativity‐themed images. Methods : An increasing number of brands feature nonheteronormative couples in advertisement campaigns to target nonheteronormative consumers and position bran...

Full description

Saved in:
Bibliographic Details
Published in:Social science quarterly 2023-07, Vol.104 (4), p.816-828
Main Authors: Jeon, Eunmi, Nam, Myungwoo, Yan, Jinzhe
Format: Article
Language:English
Subjects:
Advertisements
Advertising
Advertising campaigns
Attitudes
Brand names
Brands
Color
color lightness
Conservatism
Consumers
Couples
Disgust
Evaluation research
homosexuality
nonheteronormative‐themed advertising
political conservatism
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Objective : This research examined the effects of color lightness on evaluating advertisements featuring nonheteronormativity‐themed images. Methods : An increasing number of brands feature nonheteronormative couples in advertisement campaigns to target nonheteronormative consumers and position brands as socially progressive. Four studies were conducted to test the hypothesis that nonheteronormativity‐themed advertising that uses lighter images would receive more favorable evaluations than darker images. Results : The color lightness effect influenced attitudes toward the ad, product evaluations, and purchase intentions. Individuals with political conservatism exhibited a preference for lighter colored ads than darker colored ads. Furthermore, the effects of color lightness type on attitude toward ads were moderated by political conservatism, and this effect was mediated by disgust. Conclusion : The current study suggests that a carefully designed advertising campaign featuring nonheteronormativity(gay) couples, which considers design elements can be used to target consumers and signal progressive values supported by sponsoring brands.
ISSN:0038-4941
1540-6237
DOI:10.1111/ssqu.13279