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3.1b Does ‘Inspiration Porn’ Inspire? How Model Disability and Level of Challenge Impact Affective Responses and Attitudinal Evaluations of Advertising
Abstract
Members of the disabilities community have voiced concerns about stigmatizing representations of persons with disabilities (PWDs) in advertising. “Inspiration porn” in advertising often takes the form of showing a PWD completing highly physical and challenging tasks (i.e. climbing a mountain, running a long race with prosthetic legs, snowboarding, etc.). Such portrayals of PWDs have the potential to elicit elevation, but could also lead to ego-threatening self-comparisons. The question thus arises: does the use of PWDs in advertising affect advertisement effectiveness? Utilizing a 2 (disability status of the model: non-disabled vs. disability) by 2 (challenge level of the activity: no challenge vs. high challenge) between subjects design, an online experiment (N = 472) asked, does a model with a disability (compared with a non-disabled model) completing a high challenge task (compared with a low challenge task), increase an advertisement’s effectiveness? Furthermore, it explored whether indicators of inspiration mediated the relationship. Results revealed that advertisements featuring models with disabilities (relative to advertising with an able-bodied model) increased advertisement effectiveness. Mediation analyses revealed that the effect of model disability on advertisement effectiveness was mediated by meaningful affect and physical indicators of elevation. Implications for practitioners and scholars are provided.
First & Corresponding Author
Summer Shelton, University of Florida
Authors in the order to be printed.
Summer Shelton, University of Florida; Frank Waddell, University of Florida