Nebojsa Randjelovic1, Danica Pirsl1, Tea Pirsl1
1Faculty of sport and physical education, Nis, Faculty of Philosophy, Nis
ISSUES ON DISABILITY ADVERTISING IMAGING IN MEDIA
Sport Mont 2012, X(34-35-36), 536-541
A great many government organizations, charities, advocacy groups, consulting
firms and media organizations are expending enormous amounts of resources because
they all agree with the premise that media are a powerful educator for cultural values
and attitudes. Social learning theory, cultivation and media dependency theory all
support that premise, as does a body of work in the rehabilitation literature. In the
small world of advertising the results of this study suggest that images of people with
disabilities in advertising are a bigger part of the overall advertising environment than
they were in 2001 despite the difficulties associated with contextual elements in an ad,
and the public outrage/civil suits. But if we compare the appearance rate for AI
advertising, as part of the total advertising environment, to the percentage of adults
classified as disabled in the total U.S. population based, people with disabilities are
very much under-represented (1.7% from this study as compared to 12% according to
the 2009 Disability Compendium). If equal representation is the goal, we are not there
yet. If acceptance of the use of disabled portrayals in general product advertising on
the part of the advertising industry is the goal, then much progress has been made. disability, advertising, image, media, disabled portrayals
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