The representation of people with disabilities in advertising: analysis of campaigns and expert perspectives (2018-2024)
Keywords:
Disability, advertising, inclusion, ; content analysis, content analysis, in-depth interviewsAbstract
The representation of disability in the media has gained prominence. However, research on this minority group in advertising is still limited. This doctoral thesis proposes an explanatory study with a descriptive scope on how people with disabilities are represented in advertising campaigns recognized worldwide for their creativity, using WARC's Creative 100 ranking (2018-2024) as a reference. Through a methodological triangulation consisting of content analysis, a literature review, and eight in-depth interviews with experts in advertising and disability, it is observed not only that this minority group is significantly underrepresented, but also that there is a bias toward certain categories of disability. It is suggested that the industry adopt a more inclusive and realistic approach that not only increases the visibility of people with disabilities, but also involves this social group in all stages of ad creation.
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Copyright (c) 2025 Marta Medina Núñez
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