PODEM AS PESSOAS COM DEFICIÊNCIA CONSUMIR? A REPRESENTAÇÃO INCIDENTAL NA PUBLICIDADE E PROPAGANDA

Disability Studies, an emerging field of research, analyzes disability as a cultural construct, contradicting problematic assumptions and including the analysis of narratives about the topic in the media. Based on this field of research and considering that the advertising tools are mechanisms that reinforce social representations and impact the knowledge of others in the consumer society, this article aims to analyze how people with disabilities (PwD) are represented, considering the context of consumers, in advertising in Brazil. Two thematic categories were identified: "emotional resources" and "rational resources". Most advertising pieces showed an incidental representation of PwD to both motivate socially desired attitudes and improve corporate image from an emotional appeal, disregarding PwD as consumers. This research is relevant in terms of describing how people with disabilities are portrayed in advertising, which reinforces stereotypes that have been attributed to them, as it is recognized that cultural texts, such as advertisements in the media, reflect ideologies of socio-cultural contexts in which they are produced.