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Capitalizing on disability:
Will advertising images persuade
the public?
Presentation by
Beth Haller, Ph.D.,
Author of Rep...
Little people played Buster Brown for
shoe promotions, 1904-1930
Shoe ad from 1930s featured tallest
man in the USA, Robert Wadlow
March of Dimes ad, early 1950s
Wyeth ad for braces, 1942
Liberty Mutual TV ad,
starring Teal Sherer
http://www.youtube.com/watch?v=3Vvr8E-OzK8
Cingular Wireless ad,
starring artist Dan Keplinger
http://www.youtube.com/watch?v=XL_rVZrC8Hw
Christopher Reeve in Nuveen ad, 2000
http://www.youtube.com/watch?v=OWf4ujg8NRY
Paralympian Oscar Pistorius Nike ad
Paralympian/“Murderball” star
Mark Zupan, Reebok ad, 2005
Paralympian runner April Holmes, 1st woman &
first disabled person to represent Air Jordan
athletic shoe brand
UPS Paralympics ad
Benetton ad
Benetton ad
Milk-Bone partnered with Canine Assistants for
ad: Jake Jeter & Baxter, 2009
http://archive.montgomeryadvertiser.com/Video...
Target ad 1995
Target ad 1995
Target ad 1993
Target ad
Target ad 1994
JC Penney ad
Strawbridge-Clothier Ad
Microsoft ad
Controversial Nike ad
British TV ad with employee at B&Q
(like a Home Depot)
Disability awareness ad from Belgium
(recreates a bra ad)
"Capitalizing on disability: Will advertising images persuade the public?" 2013
"Capitalizing on disability: Will advertising images persuade the public?" 2013
"Capitalizing on disability: Will advertising images persuade the public?" 2013
"Capitalizing on disability: Will advertising images persuade the public?" 2013
"Capitalizing on disability: Will advertising images persuade the public?" 2013
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"Capitalizing on disability: Will advertising images persuade the public?" 2013

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Advertisements featuring disabled people have become more noticeable in the United States in the last few years. Though some might argue that advertising is just a necessary evil in consumer-oriented American society and has little impact on societal perceptions of people with disabilities, I believe ads do propel images of disability before the public. Advertising tells us much about U.S. culture -- the kinds of images believed to sell products – and that, in turn, indicate the growing visibility of disabled people. The question is how has that visibility changed American culture?

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"Capitalizing on disability: Will advertising images persuade the public?" 2013

  1. 1. Capitalizing on disability: Will advertising images persuade the public? Presentation by Beth Haller, Ph.D., Author of Representing Disability in an Ableist World: Essays on Mass Media
  2. 2. Little people played Buster Brown for shoe promotions, 1904-1930
  3. 3. Shoe ad from 1930s featured tallest man in the USA, Robert Wadlow
  4. 4. March of Dimes ad, early 1950s
  5. 5. Wyeth ad for braces, 1942
  6. 6. Liberty Mutual TV ad, starring Teal Sherer http://www.youtube.com/watch?v=3Vvr8E-OzK8
  7. 7. Cingular Wireless ad, starring artist Dan Keplinger http://www.youtube.com/watch?v=XL_rVZrC8Hw
  8. 8. Christopher Reeve in Nuveen ad, 2000 http://www.youtube.com/watch?v=OWf4ujg8NRY
  9. 9. Paralympian Oscar Pistorius Nike ad
  10. 10. Paralympian/“Murderball” star Mark Zupan, Reebok ad, 2005
  11. 11. Paralympian runner April Holmes, 1st woman & first disabled person to represent Air Jordan athletic shoe brand
  12. 12. UPS Paralympics ad
  13. 13. Benetton ad
  14. 14. Benetton ad
  15. 15. Milk-Bone partnered with Canine Assistants for ad: Jake Jeter & Baxter, 2009 http://archive.montgomeryadvertiser.com/VideoNetwork/74261998001/Mon tgomery-s-Jake-Jeter-stars-in-Milk-Bone-commercial
  16. 16. Target ad 1995
  17. 17. Target ad 1995
  18. 18. Target ad 1993
  19. 19. Target ad
  20. 20. Target ad 1994
  21. 21. JC Penney ad
  22. 22. Strawbridge-Clothier Ad
  23. 23. Microsoft ad
  24. 24. Controversial Nike ad
  25. 25. British TV ad with employee at B&Q (like a Home Depot)
  26. 26. Disability awareness ad from Belgium (recreates a bra ad)

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