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Advertising Disability
Hardcover
Series: Autocritical Disability Studies
ISBN13: 9781032560229
Publisher: Routledge
Published: Jun 3 2024
Pages: 146
Weight: 0.88
Height: 0.44 Width: 6.14 Depth: 9.21
Language: English
Advertising Disability invites Cultural Disability Studies to consider how advertising, as one of the most ubiquitous forms of popular culture, shapes attitudes towards disability.
The research presented in the book provides a much-needed examination of the ways in which disability and mental health issues are depicted in different types of advertising, including charity 'sadvertisements', direct-to-consumer pharmaceutical advertisements and 'pro-diversity' brand campaigns. Textual analyses of advertisements from the eighteenth century onwards reveal how advertising reinforces barriers facing disabled people, such as stigmatising attitudes, ableist beauty 'ideals', inclusionism and the unstable crutch of charity.
Its critically informed approach to analysing portrayals of disability is relevant to advertisers, scholars and students in advertising studies and media studies who are interested in portraying diversity in marketing and promotional materials as well as scholars and students of disability studies and sociology more broadly.
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