Start Date
14-12-2022 11:00 AM
Description
More than 1⁄5 of adults in America have a disability, but they are notably absent from general advertising efforts. However, these individuals have a substantial market potential (Visibility of disability, 2021). For these reasons, this study will show three types of ads that include individuals with disabilities to individuals with physical disabilities, individuals with learning disabilities, and individuals without disabilities to see how they may affect brand perception and sales. One ad will be of individuals with disabilities interacting with a product specifically designed for them, another will be of individuals with disabilities interacting with a product designed for all individuals (individuals’ disabilities are not the focus), and the last ad will highlight the shopping experience individuals with disabilities encounter. This proposal expects that the majority of participants are more likely to purchase from a brand after viewing a brand’s advertisement where individuals with disabilities are featured. Additionally, individuals may prefer the ad that does not focus on the actor’s disability, meaning featuring individuals with disabilities in general advertisements may lead to substantial company profits. Subsequent increased advertising that features individuals with disabilities may lead individuals to have more positive connotations of individuals with disabilities as well.
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Increasing the 1%
More than 1⁄5 of adults in America have a disability, but they are notably absent from general advertising efforts. However, these individuals have a substantial market potential (Visibility of disability, 2021). For these reasons, this study will show three types of ads that include individuals with disabilities to individuals with physical disabilities, individuals with learning disabilities, and individuals without disabilities to see how they may affect brand perception and sales. One ad will be of individuals with disabilities interacting with a product specifically designed for them, another will be of individuals with disabilities interacting with a product designed for all individuals (individuals’ disabilities are not the focus), and the last ad will highlight the shopping experience individuals with disabilities encounter. This proposal expects that the majority of participants are more likely to purchase from a brand after viewing a brand’s advertisement where individuals with disabilities are featured. Additionally, individuals may prefer the ad that does not focus on the actor’s disability, meaning featuring individuals with disabilities in general advertisements may lead to substantial company profits. Subsequent increased advertising that features individuals with disabilities may lead individuals to have more positive connotations of individuals with disabilities as well.
Comments
Mentor: Dr. Saint Clair