The study was conducted on a group of young people (University of Warsaw students). Two ads were tested: the first one showed kissing women, the second one showed kissing men.
The advertisement with two kissing women aroused joy. Interestingly, the level of joy was much stronger among male students than female students. Watching this advert was much more enjoyable to men.
The advert with two kissing men, at first evoked mixed feelings in women and did not generate any strong, emotional engagement. The situation changed when women noticed that one of the men was wearing a wedding ring – at that point, they began to feel strong anger. The ring made women view the whole situation differently – the characters were no longer a regular homosexual couple, instead one of the men became a husband cheating on his wife with a male lover.
Completely different reactions were observed in the male group. Their response was instant, very strong disgust. On the other hand, seeing the wedding ring made them feel embarrassed. They began to view the man with the wedding ring (they revealed this in the interviews) as a loser, hiding his real sexual orientation by pretending to be married.
Poster with two kissing women
Poster with two kissing women
Poster with two kissing men
Poster with two kissing men
The study was conducted on a group of young people (University of Warsaw students). Two ads were tested: the first one showed kissing women, the second one showed kissing men.
The advertisement with two kissing women aroused joy. Interestingly, the level of joy was much stronger among male students than female students. Watching this advert was much more enjoyable to men.
The advert with two kissing men, at first evoked mixed feelings in women and did not generate any strong, emotional engagement. The situation changed when women noticed that one of the men was wearing a wedding ring – at that point, they began to feel strong anger. The ring made women view the whole situation differently – the characters were no longer a regular homosexual couple, instead one of the men became a husband cheating on his wife with a male lover.
Completely different reactions were observed in the male group. Their response was instant, very strong disgust. On the other hand, seeing the wedding ring made them feel embarrassed. They began to view the man with the wedding ring (they revealed this in the interviews) as a loser, hiding his real sexual orientation by pretending to be married.