The representation of homosexual families in advertising
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
As same sex marriages and gay adoptions are being more wide spread, we have seen an increase in the number of homosexual families in society. However, the amount of marketing communication directed towards this target customer group is still very limited. As this area is growing in market attractiveness, we believe it is of interest to expand the limited research within this field. Therefore, the purpose of this thesis is to investigate how homosexual families are portrayed in advertising by performing a qualitative visual analysis of advertisements and conducting interviews with consumers. Our aim of studying this topic is that our research results will help build theories within the field of homosexual families in marketing communication.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-4747OAI: oai:DiVA.org:su-4747DiVA: diva2:194359