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We propose an approach between media studies and disability studies as a guideline for reflections upon the imaginary about disability in advertising campaigns of major brands. For that, we present critical aspects about the social model of disability, the notion of sociodiscursive imaginaries anchored in Discourse Analysis, the evidence of everyday affections in advertising speeches and the use of sensitive strategies for the mobilization of the public. Based on a theoretical-methodological articulation linked to an ethnographic-inspired approach in digital social networks, we performed an empirical observation experience of Sadia's Christmas campaign of 2017. The main video of the campaign has as protagonist a girl with Down syndrome, which is preparing for a sports competition and it elicits reactions of ordinary people, with and without disabilities. The analysis reveals how the case aroused, in the public, feelings articulated to individual values in permanent tension with broad social themes, such as inclusion and respect for difference. As a conclusion, we point to affection as a powerful conceptual operator in the reflection on socio-discursive imaginaries of disability media studies.

Imaginários sobre a deficiência: mobilização de afetos cotidianos em campanhas publicitárias