LGBTQ is one the most talked about topics in Taiwan. We can see more and more
LGBTQ in commercial advertisements, which also has abilities to influence the
audience, while constantly affecting the subconscious of consumers may also
make their perceptions change. Therefore, this study will be based on the content
analysis of each LGBTQ advertisement, and find out the use of the semiotics. And
after in-depth interviews, hoping to understand the change of audience’s cognition
of LGBTQ after watching the advertisement. Above all, I also look forward to this
study will make a contribution to the advertising professional field of the Gender
studies.