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Elizabeth DePoy and Stephen Gilson
Interdisciplinary Disability Studies
Despite the potency of advertising to influence behavior and cultural memes, it has been unusual until recently to see people with impairments featured in commercials that market mainstream products, ideas, and services. To the contrary, people with obvious impairments typically appear as deficient and only cured or improved by the medical devices, pharmaceuticals and other products that they market. However, over the past decade, efforts to elicit social change, although nascent, are making inroads into marketing and advertising. This presentation analyzes a recent Nike ad in which men with visible impairments are featured as robust athletes. The potential for such efforts to change perceptions of disability from human deficiency to human diversity are discussed.
University of Maine Center for Community Inclusion and Disability Studies
2017 University of Maine Student Symposium: Research & Creative Activity
Social Work | Sociology
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Maxwell, H., Morey, M., & Pike, K. (2017, April). Disability in Advertising. Poster presented at the 2017 University of Maine Student Symposium: Research & Creative Activity. Bangor, ME.