Advertising as a powerful tool to break down stereotypes related to people with disabilities: how much progress has been made and how much still needs to be done?

Abstract

This Dissertation Project aims to illustrate how advertising can be used as a tool to break down disability-related stereotypes and promote a more inclusive culture. In the first chapter, the historical and socio-political path of disability from the earliest times to more recent times will be explored. In the second chapter, it will be analysed how Diversity & Inclusion content is playing an ever-increasing role in fostering a greater level of integration for people with disabilities, and how, however, in recent years, communication strategies have been devised and implemented in a way that does not appropriately and authentically represent people with disabilities. Finally, in the third chapter, an empirical analysis will be carried out on the general public to understand their level of knowledge with respect to diversity and inclusion issues and to understand the extent to which they are influenced to purchase products or services, and more generally to have more positive attitudes towards a brand, if it proposes content featuring people with disabilities.