Análisis de la representación de la comunidad LGTB en la publicidad de marcas comerciales, en junio de 2021 en la red social Instagram.

Abstract

Studies about the analysis of the LGBT community in advertising are limited. National brands do not feel represented by this population in their advertisements however, the brands inclusive with this group carry a big responsibility. The present work proposes to know how the LGBT population is represented in advertising, identifying its characteristics and also the perception of the general population in regards to inclusivity in national brands. In addition, an examination of how the LGBT group influences the image of the brand would be presented. The approach of the methodology was carried out using a basic descriptive type of research from a mixed approach of collecting and analyzing qualitative and quantitative data. Various research tools were utilized including: observation, surveys and focus group. The results obtained show the ignorance and lack of preparation on the part of national brands when it comes to representing the LGBT population in advertising. The main issue being stereotyping and making visible only gay men and lesbian women, leaving aside the rest of the people who make up this population.