Beyond targeted advertising: Representing disenfranchised minorities in ‘inclusive’ advertising

The authors compare the responses of non-distinctive majority viewers (ie ‘straight’) and distinctive minority viewers (ie ‘gay’) to majority-targeted ads, minoritytargeted ads and inclusive ads, which juxtapose majority and minority characters in a compatible manner. The study further investigates gay representation in inclusive ads. The results reveal that the non-stereotypical gay images in inclusive ads induce a less negative attitude among straight viewers. In addition, gay viewers’ responses toward gay ads and inclusive ads are equally favourable. The results highlight the potential of inclusive ads with non-stereotypical images of minorities to communicate effectively with minority consumers without alienating the majority.