Representation matters: perspectives on LGBTQ+ inclusive advertising

Abstract

In this article, we explore the topic of LGBTQ+ representation in advertising texts. Our investigation offers a dual perspective. In the first part of the article, which is the most comprehensive one, we examine the key issues relevant to understanding the nature of contemporary advertising. We focus on the transformations that advertising communication is undergoing in a highly connected and information-driven world, which imposes new expectations, particularly regarding young audiences. We identify and analyze major trends and techniques that transform advertising communication into social and cultural texts. A defining aspect of contemporary advertising is inclusivity, and our article specifically highlights LGBTQ+ inclusive messaging. The second part of the article aims to identify the main characteristics of how LGBTQ+ individuals are represented in advertisements that have won the Grand Prix and Gold prizes in specific categories at the Cannes Lions Festival over a five-year period, from 2020 to 2024.