Perspectiva de consumidores homossexuais a publicidades ‘Gay Friendly’

Abstract

The main objective of this research is to describe the perspective of homosexual consumers in the city of Maceió, Alagoas, on the narratives of homosexual representation used by companies. In this way, literature was used that addresses the construction of identity through external representations, the marketing strategies used to add value to brand identity and consumption as a factor that interconnects this dynamic between consumer identity and brand/company identity. Data was collected through semi-structured interviews and the method used was content analysis. The results indicated that consumers are attentive to the lucrative intentions of organizations when allying themselves with the LGBT cause, although they point out the benefits that positive visibility in advertising brings, stigmatized representations can cause consumers to distance themselves from the brand. Organizations, for their part, can demonstrate ways of supporting and sponsoring events and projects in favour of the LGBT cause, as well as organizational changes in favour of diversity.