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This study focuses on analysis of visual images appearing in 12 free publications that target the gay market in 6 countries. Using content analysis the study identifies the dominant product categories, and the main types of visual advertising images appearing in these publications. It finds evidence of both customization of images to the target market using images previously identified by the limited number of other studies undertaken, but also usage of a substantial number of „mainstream‟ images, and some evidence of symbolic gay icons. It finds that there were no great differences between the 6 metropolitan markets in different countries.

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