Browsing by Author "Chachaya Sakuna"
Chachaya Sakuna; Patchanee Cheyjunya (National Institute of Development Administration, 2018)
The objectives of the study, Gay: The Construction of Sexual Myths in Advertisement, are to study the changes of sexual myths in advertisements with gay-related content and to study consumers’ decoding of meanings in advertisements with gay-related content. The study is a qualitative research composing of various methodologies: documentary research, textual analysis, interview, in-depth interview and focus-group interview. The results reveal that signs conveying meanings through codes of advertisement elements are classified ...