These are essentially interesting conclusions that belong to the theorems in my dissertation. 1. Homogeneity within the segment The most obvious factor connecting gay consumers is their sexual identity. Marketing – or at least much of it – doesn’t look at that aspect of a consumer. Leaving aside the casual lure of a misplaced near-nude model to grab the prospect’s attention, a classic example is the lady in bikini, sitting on the hood of a car. The image has no relation to the product, but it does serve its purpose.
Marketing can play a role in confirming
Get attention. Homogeneity The adage goes: “Sex sells”, so just like in regular marketing, sex is also used in advertisements for the LGBT consumer. However, then I have to immediately ‘discriminate’, because that community is quite diverse. The theme Chad B2B List of ‘sex’ is also very different for many groups. So now I’m mainly talking about gay men. The seduction of (half) naked models A good example are the fashion brands (Armani, Dolce & Gabbana, Abercrombie & Fitch.
More than two-thirds of these
Calvin Klein) that can use hunky models functionally – after all, they have to show how good their underwear looks. But many other industries and brands have also used the temptation of (half) naked models to draw attention to their brand. The travel industry, pharma, fmcg, interior, telecom: you will find it everywhere. British marketing consultant Gray Matter released the report ‘In The Pink?’