An advertising aesthetic: Real beauty and visual impairment

Bolt, David (2014) An advertising aesthetic: Real beauty and visual impairment. The British Journal of Visual Impairment, 32 (1). pp. 25-32. ISSN 0264-6196

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This article considers critical responses to disability in 20th-century Anglo-American advertisements from which a problematic advertising aesthetic emerges. The aesthetic is used to test the progressiveness of a recent trilogy of Dove advertisements that represents visual impairment. The conclusion is that while there has been much progress, the ableist advertising aesthetic of decades ago remains an issue in the 21st century. More specifically, the Dove advertisements are found to be underpinned by ocularcentrism, despite their apparent appreciation of visual impairment.

Item Type: Article
Additional Information and Comments: This is the author's post peer review version of an article, the final version of which is published in the Sage Publications journal The British Journal of Visual impairment
Keywords: Ableism, advertising, aesthetics, ocularcentrism, stereotypes, stigma
Faculty / Department: Faculty of Education > Disability and Education
Depositing User: Susan Blagbrough
Date Deposited: 01 Feb 2016 12:32
Last Modified: 01 Feb 2016 12:32

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