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Cited by 106Media, Gender, and AdvertisingGender and Feminist StudiesGender, Sexuality, and Education

The DOI matches its Crossref record; 82 of the 83 references it cites were found in a registry or an index, and 1 are not checked yet.

Making the Ad Perfectly Queer: Marketing “Normality” to the Gay Men's Community?

Kates, Steven M.·1999·Journal of Advertising
DOI 10.1080/00913367.1999.10673574
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Abstract

The author introduces queer theory and queer deconstruction to the advertising literature. First, he briefly outlines the theoretical and political concerns of queer theory—an emerging branch of radical thought from the humanities. Then he interprets an ad exemplar from an Australian gay newspaper by both a traditional structuralist approach and a queer deconstruction approach. He argues that queer theory and queer deconstruction are potentially powerful sources of ad critiques and productive perspectives for more perceptive marketing practices, for they generate meanings associated with the “panoply of otherness” and expose the ways in which heteronormative discourse informs various representations of gay men in advertising.

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Crossref · 10.1080/00913367.1999.10673574

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Citations

Cites

Show all 80 references

Research works printed but not linked: 28

  1. Brown Stephen, 1995, Postmodern Marketing
  2. Connell Robert W., 1995, Masculinities
  3. Costa Janeen A., 1996, Gays, Lesbians, and Consumer Behavior: Theory, Practice, and Research Issues in Marketing, xiii
  4. Derrida Jacques, 1976, Of Grammatology
  5. Derrida Jacques, 1979, Spurs: Nietzche's Styles
  6. Derrida Jacques, 1981, Positions
  7. Derrida Jacques, 1982, Margins of Philosophy
  8. Foucault Michel, 1978, The History of Sexuality, Part One
  9. Foucault Michel, 1980, Power / Knowledge
  10. Fuss Diane, 1991, Inside/Out: Lesbian Theories, Gay Theories, 1
  11. Hall Stuart, 1980, Culture, Media, Language
  12. Hennessy Rosemary, 1995, Cultural Critique, 17, 31
  13. Jhally Sut, 1987, The Codes of Advertising
  14. Kinsman Gary, 1992, Men's Lives
  15. Kotler Philip, 1995, Marketing Management,
  16. Kurzweil Edith, 1980, The Age of Structuralism: Lévi-Strauss to Foucault
  17. Laclau Ernesto, 1985, Hegemony and Social Strategy
  18. Lukenbill Grant, 1995, Untold Millions
  19. Mitchell Jared, 1996, Report on Business Magazine, 90
  20. Namaste Ki, 1996, Queer Theory / Sociology, 194
  21. Peñaloza Lisa, 1996, Gays, Lesbians, and Consumer Behavior: Theory, Practice, and Research Issues in Marketing, 9
  22. Sedgwick Eve Kosofsky, 1990, The Epistemology of the Closet
  23. Seidman Steven, 1996, Queer Theory / Sociology, 1
  24. Siegel Stanley, 1994, Uncharted Lives: Understanding the Life Passages of Gay Men
  25. Signorile Michelangelo, 1997, Life Outside: The Signorile Report on Gay Men
  26. Stacey Judith, 1990, Brave New Families
  27. Barbara Stern, 1988, Journal of Marketing, 52, 84, 10.2307/1251452 · DOI
  28. Wardlow Daniel L., 1996, Gays, Lesbians, and Consumer Behavior: Theory, Practice, and Research Issues in Marketing

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Metadata

Authors
Kates, S. M.
Corresponding author
Kates, Steven M.
Venue
Journal of Advertising
Publisher
Informa UK Limited
Published
1999-03
Volume
28
Issue
1
Pages
25-37
ISSN
  • 0091-3367 (ISSN-L)
  • 1557-7805
DOI
10.1080/00913367.1999.10673574
OpenAlex
W2087983264
Cited by
100
References
80
Citations by year
2026: 2 · 2025: 8 · 2024: 3 · 2023: 2 · 2022: 9 · 2021: 6 · 2020: 7 · 2019: 2 · 2018: 6 · 2017: 6 · 2016: 3 · 2015: 5 · 2014: 4 · 2013: 4 · 2012: 4
FWCI
2.97
Type
journal article
Language
en
Open access
closed
Locations
  • Journal of Advertising (publishedVersion)
  • Griffith Research Online (submittedVersion)
Topics
  • Social Sciences › Gender Studies › Media, Gender, and Advertising
  • Social Sciences › Gender Studies › Gender and Feminist Studies
  • Social Sciences › Gender Studies › Gender, Sexuality, and Education
Keywords
queer theory, heteronormativity, representation of gay men, otherness

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CoChat. (2026). Citation check: Making the Ad Perfectly Queer: Marketing “Normality” to the Gay Men's Community? https://app.cochat.ai/papers/10.1080/00913367.1999.10673574
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Kates, S. M. (1999). Making the Ad Perfectly Queer: Marketing “Normality” to the Gay Men's Community? Journal of Advertising. https://doi.org/10.1080/00913367.1999.10673574

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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.