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Abstract

This research examines the perception of the LGBT+ community regarding their representation in advertising, with an emphasis on the impact of these discourses on the social construction of sexual diversity. The main objective was to analyze how members of this community evaluate current advertising representations and how these influence their perception and attitude toward brands. A qualitative approach was adopted, grounded in Critical Discourse Analysis (CDA) and employing the attitude system from the Appraisal Theory as the analytical framework. Data were collected through questionnaires that included both open-ended and closed-ended questions, focusing on representative advertising spots. The findings reveal that the LGBT+ community positively values campaigns that authentically and respectfully promote inclusion, highlighting aesthetic and narrative elements that evoke emotions such as happiness and tranquility. However, criticisms were noted regarding representations perceived as superficial or limited to Pride Month, which generates distrust toward brands. In conclusion, while inclusive advertising contributes to the normalization and visibility of the LGBT+ community, brands must ensure consistency and authenticity in their messaging to avoid perceptions of opportunism. These actions would not only strengthen consumer trust but also enhance their role in building a more inclusive and equitable society.