Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022)

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Gay-Friendly as an Advertising Resource

Authors
Zoila Cordova-Vargas1, Eliana Gallardo-Echenique2, *
1Communication and Publicity Program, Universidad Peruana de Ciencias Aplicadas, Lima, Peru
2School of Communications, Universidad Peruana de Ciencias Aplicadas, Lima, Peru
*Corresponding author. Email: eliana.gallardo@upc.edu.pe
Corresponding Author
Eliana Gallardo-Echenique
Available Online 10 December 2022.
DOI
10.2991/978-2-494069-25-1_25How to use a DOI?
Keywords
Sexual Minorities; LGBT-Community; Gay-friendly; TV Advertising; Football
Abstract

Gay-friendly is the resource that spreads the homosexual identity to create an inclusive culture, which reflects the values, principles of equal opportunities, and respect to diversity among the brands and the audience. This study analyses how the insertion of gay-friendly in the spot “Emotion unites us” can determine the success or the failure of the brand Movistar according to catholic parents. The study is positioned on a phenomenological paradigm. The results showed that for a brand to succeed or to fail, some factors need to be considered: the frequency of this spot, the intensity of the homosexual affection, the broadcast schedule, and finally, the quality of the service rendered. It is concluded that gay-friendly is one of the factors that may contribute to the success or failure, but it is not the only final determinant.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
10 December 2022
ISBN
10.2991/978-2-494069-25-1_25
ISSN
2352-5398
DOI
10.2991/978-2-494069-25-1_25How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Zoila Cordova-Vargas
AU  - Eliana Gallardo-Echenique
PY  - 2022
DA  - 2022/12/10
TI  - Gay-Friendly as an Advertising Resource
BT  - Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022)
PB  - Atlantis Press
SP  - 264
EP  - 273
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-25-1_25
DO  - 10.2991/978-2-494069-25-1_25
ID  - Cordova-Vargas2022
ER  -