近年社會上對於性別議題風氣逐漸開放，許多企業看準此一商機，將LGBT+的元素融入自身廣告之中，欲形塑自身企業對於「性別友善」之形象，再者可引起年輕世代的共鳴，不過將「特殊性別氣質」的元素納入廣告之中，是否真的能被大眾接受?進而產生原來預期的效果?且須以何種表達方式最能獲得受眾喜愛，進而影響他們對於品牌的態度、對於產品的認同感以促進消費此產品的動機，則為此研究所關注的焦點。本實驗採取2×2因子設計，檢驗實驗操弄的平面廣告代言人是否為跨性別以及跨性別女性和跨性別男性的線索，以社會距離納入中介分析，涉入程度作為交互作用，以測試受試者對於產品的認同感。結果顯示，消費者對於跨性別代言人之社會距離遠近，將影響其對於產品認同感，簡言之，若是消費者本身越認同跨性別族群以及性少數等相關議題，那麼其對於產品的認同感則會上升，反之亦然。

In recent years, the society has become more open to the gender issues. Many companies catch this business opportunity and integrate LGBT+ elements into advertising. They want to shape "gender- friendly" image, and it can resonate with the younger generation as well. But is it really acceptable to the public to incorporate elements of "special gender temperament" into advertisements? Will it produce the expected effect? 

Furthermore, what kind of expression must be most popular with the consumers? And then affect their attitude towards the brand and the identity of the product, so as to promote the motivation of consuming this product, which is the focus of this research. 

This experiment adopts a 2 × 2 factorial design to test whether the print advertising endorsers manipulated in the experiment is transgender, as well as the difference of women and men. Social distance is included in the mediation analysis, and the degree of involvement is used as an interaction to test the subjects. The results show that the social distance of consumers towards transgender endorsers will affect their sense of product identity. In short, if consumers themselves identify more with transgender groups and related issues such as sexual minorities, then their sense of identity with products will rise.