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Disabled Advertising Today - Thesis Proposal Example

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Disabled Advertising Today

This will help counterattack the stigma that disability is something frail, freakish, and feared.
basic level, disabled people are not a regular feature of what we considered as mainstream media. Advertising (2001) refers to Disability in Great Britain-DSS Report No. 94 that "disabled people suffer from a lack of presence in the media, yet one in seven of the population is disabled." Due to the lack of exposure, it is suggested that this creates the image, belief, and accepted that those who are disabled are not part of our everyday, "normal" lives. This also encourages a negative perception of those with disabilities. Human Rights and Disabilty (1988) reports, "Until recently, the disabled have constituted a minority in obscurity. Unlike certain other groups that fall victim to discrimination, the disabled do not comprise a self-contained, close-knit social community. Instead, they populate every social sector, every class, every age group, every ethnic and religious community. And at every level, society has tended to ignore them, believing them incapable of participating in the community, or avoiding them as unpleasant reminders of the fragility of our existence. Fortunately, this situation is beginning to change.
Nations and localities are devoting steadily more attention to improving the plight of the disabled."
There are approximately ten million disabled people in the United Kingdom. If individuals were to be interviewed, almost everyone knows, or know of, someone who has a disability. Yet the

Pity or Positive 5


media does not choose to include disabled people. Their visibility is very low. (D & D Student Awareds 2005 Press Advertising Brief: Carhartt, 2005.)



















Pity or Positive 6


Chapter Three: Aims and Objectives



The aim of this writing/study is to determine whether or not adverts display disability with a pity or positive image and attitude. It also aims to discover what changes can be made and why. Another objective is to find the stereotypes of disability and to reveal the truth.















Pity or Positive 7

Chapter Four: Literature Review



There are approximately ten million disabled people in the United Kingdom. If individuals were to be interviewed, almost everyone knows, or know of, someone who has a disability. Yet the media does not choose to include disabled people. Their visibility is very low. (D & D Student Awareds 2005 Press Advertising Brief: Carhartt, 2005.)
The greatest barrier for those with disabilities is how the public views disabled individuals. Hence, public attitude plays a huge role in their lives. Previous literature has place the focus on how ...Show more
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Summary

In the past, people with disabilities were not usually featured in advertisements. This stems a lack of understanding on the part of the creators, the companies, and the public. Without understanding, people with disabilities face prejudice, stereotypes, and stigmatisim…
Disabled Advertising Today
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