Linda Scott and Craig Thompson, Madison, WI : Association for Consumer Research, Pages. Wan-Hsiu Sunny Tsai (2004) ,'Gay Advertising As Negotiations: Representations of Homosexual, Bisexual and Transgender People in Mainstream Commercials&Nbsp ', in GCB - Gender and Consumer Behavior Volume 7, eds. Representations of lesbians, gay men, bisexuals and transgender (LGBT) people designed via these strategies are then analyzed to further demonstrate the making and reading of gay advertising as complex negotiations. Television commercials made by mainstream advertisers aired on network television are reviewed. This paper first identifies the common advertising strategies targeted to the gay consumers: the gay window and out-of-closet advertising. This study concerns the representations of LGBT people in mass media.
