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- Publisher
- Palgrave Macmillan UK
- Copyright
- © The Editor(s) (if applicable) and The Author(s) 2018. The author(s) has/have asserted their right(s) to be identified as the author(s) of this work in accordance with the Copyright, Design and Patents Act 1988
- ISBN
- 978-1-349-95326-4
- Pages
- 43 –64
- DOI
- 10.1057/978-1-349-95327-1_3
- Publisher site
- See Chapter on Publisher Site
Abstract
[In this chapter, we look at the representations of masculinity in gay-friendly printed adverts and commercials, focusing on the tensions between marketing and socio-political discourses that occur within them. We also offer a comparative perspective between gay-friendly advertising in Italy and in the USA, starting from two specific campaigns: “Findus Piramide” which consists of a series of commercials for the brand Findus broadcast in Italy in 2014 and Tiffany’s campaign “Will You?”, appearing in commercials and printed adverts in the USA in 2015. These examples reflect a new trend in advertising where non-heterosexual orientations are represented in a positive way and demonstrate that the representation of gay-friendly advertising is connected to marketing strategies and structured differently according to the cultural context and its acceptance of LGBT issues.]
Published: Dec 9, 2017