Research on LGBT-inclusive advertising has been limited to analyzing ad content and commercial effectiveness. This study focuses on viewers’ perception of advertising featuring lesbian, gay, and transgender characters and its prosocial potential. It analyzes the open-ended answers given by participants involved in a survey experiment. These reveal their belief that advertising could support positive social change by normalizing sexual/gender minorities in everyday life. The findings underscore the nuances in audiences’ critical view of the way in which individuals are represented. Avenues are suggested for further research on the prosocial potential of LGBT-inclusive advertising.

对 LGBT 包容性广告的研究仅限于分析广告内容和商业效果。这项研究的重点是观众对以女同性恋、男同性恋和变性角色为特色的广告的看法及其亲社会潜力。它分析了参与调查实验的参与者给出的开放式答案。这些表明他们相信广告可以通过在日常生活中使性/性别少数群体正常化来支持积极的社会变革。调查结果强调了观众对个人表现方式的批判性看法的细微差别。建议进一步研究 LGBT 包容性广告的亲社会潜力。