Open AccessAre We There Yet? A Content Analysis of Ability Integrated Advertising on Prime-time TV
Author(s) -
Olan Farnall,
Kelli Lyons
Publication year - 2012
Publication title -
disability studies quarterly
Language(s) - English
Resource type - Journals
eISSN - 2159-8371
pISSN - 1041-5718
DOI - 10.18061/dsq.v32i1.1625
Subject(s) - prime time , advertising , sample (material) , prime (order theory) , television advertising , set (abstract data type) , content analysis , psychology , computer science , mathematics , business , sociology , social science , chemistry , chromatography , combinatorics , programming language
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%). Keywords: ability-integrated advertising, content analysis, disability and advertising, SADP