Are We There Yet? A Content Analysis of Ability Integrated Advertising on Prime-time TV.

Farnall, Olan F.; Lyons, Kelli

After more than a decade with no quantitative update on the progress of advertising's integration of disabled characters this study found 29 out of 1,671 prime-time commercials analyzed included images of disability. Although the raw number is only 1.7% of the total sample it represents a 200% increase over 1999 totals. The portrayals were much more likely to be major characters than background roles and the disability depicted in the commercials tended to be from a more diverse set of conditions than it was in the late 1980s. Based on an approximately equal sample of television programming the ability-integrated advertising (AI advertising) appeared more frequently on cable channels (52%) than network channels (39%).

PRIME time television programs; TELEVISION programmers & programming; TELEVISION advertising; CONTENT analysis; ADVERTISING

Disability Studies Quarterly, 2012, Vol 32, Issue 1, pN.PAG

1041-5718

Academic Journal

10.18061/dsq.v32i1.1625