Gender continuum in Italian advertising.The representation of the LGBT identities according to the professionals.
The paper regards the advertising practice as it relates to gender. In order to appreciate the commercial “culture of production” (du Gay, 1997), we studied the production processes that lead to particular gender representations. In fact, in spite of persistent criticisms of advertising’s treatment of gender (Kilbourne, 1999), few authors have focused their attention on the production process behind the gendered messages (Tuncay Zayer & Coleman, 2014).