Purpose – This thesis aims to investigate the under-researched domain of the response of the Swedish generation Y students towards advertisements targeting the LGBT community or using the LGBT imagery in their advertising.

Methodology –A qualitative research method, using 17 in-depth semi-structured were conducted. This methodology permits to obtain deeper thoughts, views and perceptions of the topic under research. To ensure reliability and validity of the research method and the quality of the data, pilot test interviews were conducted before the realisation of 17 interviews. 

Results and findings – The response of the consumers is based on their perception and feelings related to the exposure to advertisements using LGBT imagery from European and American companies, that are well-known by and familiar to the Swedish Generation Y. The majority of the interviewees were familiar with the brands presented, however over some brands the knowledge was limited. Moreover, the LGBT theme was not always identified by the participants. In particular, when exposed to implicit LGBT imagery such as the              symbolism, the advertisements were not recognized as LGBT themed by some informants.

No significant change was found in the informants’ attitude towards the presented brands. The attitude remained mainly the same as before the exposure to the LGBT themed advertisement of the brands without significant influence of the attitude towards the advertisements. The creativity question permitted to highlight that the interviewed Swedish generation Y students mainly tend to promote rather diversity in the choice of the actors and in the sexual orientations represented, than to promote only one sexuality.  

Conclusion – This study demonstrates that advertising to the LGBT community or using the LGBT imagery is perceived as neutral to positive by the Swedish Generation Y students. The negative impact of this advertising is not impacting the brand but the positive one tends to improve its perception. It can be inferred that the link between the story line, the message and the brand has to be clear, otherwise it creates confusion. It implies furthermore showing that the companies are not only surfing on the gay vague to increase their sales and profits, but deliver a message to more acceptancy and diversity.

Originality/value – This thesis brings insights into the impact of implicit and explicit LGBT themed advertising on brand perception of the Swedish generation Y students. The originality of this thesis relies on the consideration of the whole LGBT community, the analysis of both feelings and perceptions and on the population selected.

Key words – advertising, LGBT imagery, brand perception, generation Y