Case 28: Stereotyping Disability
When Quiet Inclusion Speaks Volumes
Link to David Kiefaber’s October 2015 article in Adweek about the Target Halloween ad referenced in Case 28. The article shows the Target ad image and several positive Twitter reactions.
Cone Communications Research & Insights
This PR and Marketing firm’s 2015 Corporate Social Responsibility study is referenced in Case 28. A summary of major findings is listed here.
What is CSR?
The website Investopedia breaks down the acronym for Corporate Social Responsibility and provides some historical perspective.
Lego unveils its first disabled minifigure
Link to Rebecca Cullers’ January 2016 article in Adweek about LEGO’s young man in a wheelchair and how it got better response than Duplo’s elderly man in a wheelchair figure.
Lego as battleground?
This BBC Magazine article referenced in Case 28 includes a link to 7-year-old girl’s letter to LEGO asking for stronger female figurines.
Laura Block’s stereotype list
Link to NPR article referenced in Case 28 about common stereotypes associated with disabled people.
AAPD Power Grid blog
Michael Murray, COO of the American Association of People with Disabilities, and several other staffers respond to issues of disability in current events. The blog is referenced in Case 28. Murray’s post from 5/5/16 specifically calls out a government official for his use of the word disability in reference to organizational struggles.
Debunking Disability Stereotypes in Advertising
This 2012 post from DrumBeat Consulting shares examples of how advertisers can effectively reach the disabled market and redefine how they are perceived.
Toy Like Me
Official Facebook page of the organization referenced in Case 28 that celebrates disability in toys and calls on the toy industry to positively represent the disabled.
Spanish Gold article from Howard Journal of Communication
Roberta Astroff’s 1988 article is referenced in Case 28. It addresses the redefinition, rather than elimination, of Latino stereotypes in American advertising.
Stereotypes can be effective
Chris Joseph of Demand Media writes in the Houston Chronicle’s small business section that stereotypes many times allow an advertiser to use humor or target their desired market more effectively.
Advertising as a Mirror
Morris Holbrook’s 1987 article in Journal of Marketing suggests that advertising is a mirror and critics are sometimes illogically critical of the industry when they don’t like what is being reflected.
Are Stereotypes Unfairly Stereotyped?
2011 Psychology Today article from Dr. Mikhail Lyubansky suggests stereotypes may have some positive value.
What Media Classes Really Want to Discuss
Amazon.com link to Greg Smith’s book, used in Case 28, where he discusses the concept of risk in using stereotypes in advertising outweighing concepts of fairness or social justice.
The Christopher Reeve Nuveen ad
Nuveen spent $4 million to air this commercial during the 2000 Super Bowl featuring the paralyzed Reeve walking (video).
Reaction to the ad from Ragged Edge magazine
Jennifer Burnett reflects on the ad, plus overall media and disability issues.
In Defense of Using Feminism to sell things
Article from Katy Wildman of Slate says she’s okay with being marketed to on the basis of her feminism, understanding that not all advertisements lead to meaningful activism.