A Content Analysis Of Homosexual Advertising During 1996-2005

Since the 1990's of the 20th century, a group of advertising is targeting the homosexuals. As the mass culture welcomes the homosexuals warmly, the phenomenon of homosexual ads is heating up. Even in Asian countries which are relatively conservative, appeared some productions, Hong Kong, China, has two of them, one is for SUNDAY telecommunications company, the other is for Sprite .The latter was incorporated in the "96 cases 4A outstanding human creativity", a book, edited by the chief editor of the magazine "China's advertising " Zhang Hui Xin .the quantity of these advertising and the brands aimed at homosexuals are not accidental or showing up as a single case, with the feeling to explore those advertisements ,the author reads a lot of works about sociology, and according to the characteristics of the sample ,the author defined them homosexual ads.Since the domestic research and exposition is focused on sociology, medicine, literature and other academic areas. The perspectives of advertising literature are very rare, so a lot of foreign literatures applied in this research, and analysis of the contents build the main body of this article. What this research aims at, is hoping of using this analysis, data compilation , to give more understanding of those ads. And what's more , to fill the gap on this subject.The result of research showed that : the amount of homosexual ads was gradually increased during 1996-2005; Many luxury brands have great enthusiasm in advertising to the homosexuals ,especially the perfume and fashion industries ; using white male models is popular ; along with the different industries, the visual expression and the key claim is different from one another.