Advertising as intercultural communication: the representation of sexual minorities

Abstract

Nowadays, advertisements whether in print or digital form represent an everyday phenomenon in the Western society. Furthermore, advertising is gradually transforming from a mere conveyer of information towards subsumption of social sphere of our lives and thus it propagates lifestyles, emotions and identities. Advertisement is also considered one of the message forms of intercultural communication. Based on these premises and in combination with co-cultural theory, the article points out how gay men as a historically marginalized group are portrayed within the confines of mainstream advertising. The article concludes that the portrayal is targeting a specific group of gay men and that it is reinforcing both racial power dynamics and traditional gender roles.