# data[].attributes.headline
CRAFTING INCLUSIVE ADVERTISEMENTS FOR MAINSTREAM MEDIA

# data[].attributes.subject
CRAFTING INCLUSIVE ADVERTISEMENTS FOR MAINSTREAM MEDIA

# data[].attributes.body
An advertisement is a public service announcement that promotes a product, business, or service in order to generate attention, engagement, and sales. Advertisements appear in a variety of formats, ranging from text to interactive video.

# data[].attributes.body
An inclusive campaign is a marketing strategy that appeals to diverse audiences. Inclusive campaigns seek to bypass societal preconceptions about any demographic: gender, sexuality, race, ethnicity, disability, different background, and so forth.

# data[].attributes.body
Inclusive campaign messaging isn’t new. Coca-Cola’s iconic ‘Hilltop’ advert was one of the first to embrace people in the real world and truly mirror its consumers.

# data[].attributes.body
In one of the most controversial ads ever created, the animal rights group urged people in Jacksonville, Florida to “go vegetarian” to lose weight and help protect animals.

# data[].attributes.body
The cosmetics company released print ads showing a dark-skinned woman removing her shirt to become a light-skinned woman. Dove apologized for the ad after the hashtag #BoycottDove was trending on Twitter.

# data[].attributes.body
The LGBT community is a loosely defined grouping of lesbian, gay, bisexual, transgender, and other queer individuals united by a common culture and social movements.

# data[].attributes.body
Studies show how LGBTQ inclusive advertisements primarily concentrated on how they affected viewers' purchase intentions and attitudes toward the advertised brand. Despite the importance of their findings, it is still unclear if LGBT-inclusive advertising can have positive societal impacts that go beyond purely economic ones.

# data[].attributes.body
'Bisexuality, Mental Health and Media Representation' by Hannah J Johnson

# data[].attributes.body
"Perspective of LGBTQ Emerging Adults on the Depiction and Impact of Media Representation," by Lauren B. McInroy

# data[].attributes.body
Making Diversity Conform: An Intersectional Longitudinal Analysis of LGBT-Specific Mainstream Media Advertisement," by Ana-Isabel Nölke

# data[].attributes.body
LGBTQ

Misrepresentation

# data[].attributes.body
To what extent does exposure to advertising featuring LGBTQ characters influence viewers' opinions toward these groups?

# data[].attributes.body
What are viewers' perceptions of advertising featuring LGBTQ characters in varied degrees of protagonism?

# data[].attributes.body
Inclusive advertisements and the current trend toward LGBTQ -inclusive advertising in general?

# data[].attributes.body
It’s impact on buying behavior

# data[].attributes.body
Is it a marketing imperative today?

# data[].attributes.body
Qualitative Research Methodology

# data[].attributes.body
Secondary - articles, papers, blogs mentioned in the literature review

# data[].attributes.body
Primary - Observation, Interview, Questionnaire, Survey, Visual research

# data[].attributes.body
Narrative analysis is a method used to interpret research participants’ stories—things like testimonials, case studies, interviews, and other text or visual data.

Narrative analysis provides product teams with valuable insight into the complexity of customers’ lives, feelings, and behaviors.

# data[].attributes.body
Discourse analysis is the act of researching the underlying meaning of qualitative data. It involves the observation of texts, audio, and videos to study the relationships between the information and its context.

# data[].attributes.body
social movements and social media have forced retail brands to consider who they are, who they market to and how they represent themselves. This has led to the current hot topic: diversity and inclusion.

# data[].attributes.body
Consumers want authenticity and a commitment to inclusion and diversity 365 days a year, not just during a celebratory month.

# data[].attributes.body
1. Lack of awareness about inclusivity

2. Lack of awareness about LGBTQ

3. Not being able to understand the emotions of the people from the community

4. Message going wrong

5. Brand risk

6. Lack of education and experience

7. Losing a few customers

8. Mental Health

# data[].attributes.body
The advertising industry—across the ecosystem and at all levels is not representative, which is itself a barrier to creating represen- tative and inclusive content.

# data[].attributes.body
Some organizations lack a clear mandate and active support from their leadership to

create representative and inclusive content.

# data[].attributes.body
Marketing organizations are better equipped to understand short-term costs and

potential risks than they are to measure the positive impacts of representation and

inclusion on long-term business outcomes.

# data[].attributes.body
Without a mandate from their clients, agency leaders are not incentivized to invest

in creating representative and inclusive content.

# data[].attributes.headline
Lack of awareness of tools and resources

# data[].attributes.subject
Lack of awareness of tools and resources

# data[].attributes.body
Individuals lack awareness of and access to the knowledge, skills, resources, and tools to create representative and inclusive content.

# data[].attributes.headline
Just an advertising strategy so sometimes the messages come out wrong

# data[].attributes.subject
Just an advertising strategy so sometimes the messages come out wrong

# data[].attributes.headline
Leaving out many communities when focusing on LGBTQ

# data[].attributes.subject
Leaving out many communities when focusing on LGBTQ