Description
Book SynopsisAdvertising 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.
As well as investigating how socio-cultural meanings associated with disability are influenced by multimodal forms of communication in advertising, insights from empirical research conducted with disabled women in the United Kingdom and the
