Disability Images in Print Advertising: Exploring Attitudinal Impact Issues

Abstract

Using the experimental and issues approach this study evaluated the impact of advertisements featuring physically-disabled persons on perceptions, feelings, and behavior of non-disabled audiences. Except for one, no significant differences were found between responses toward disability and non-disability ads pointing to possible mainstreaming effects. However, gender and status of disabled persons in advertisements as well as subtle visual cues appeared to influence negative assessments of advertising portraying physically-disabled females with non-disabled males.