Werbung mit Behinderung

People with disabilities largely do not appear in commercial advertisements. This can be perceived from the perspective of those affected as an act of stigmatization, however is justified from the perspective of advertisers by the fear of negative consumer reactions. Yet to what extent are these concerns still relevant? Martin Eckert’s sociological study on this innovative topic takes up the challenge to empirically analyze a virtually invisible phenomenon. In so doing, he connects the perspectives of advertising and media impact with highly topical issues in disability studies, in science as in society.