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SOCIAL REPRESENTATION OF PERSONS WITH DISABILITIES IN MARKETING AND ADVERTISING PRACTICE
- Authors: Nadutkina I.E.1, Elnikova G.A.1,2, Korshunov A.M.3, Kotovskaya M.G.3
- Affiliations:
- Belgorod National Research University, 308015, Belgorod, Russia
- Belgorod University of Cooperation, 308023, Belgorod, Russia:
- Kosygin Russian State University, 119071, Moscow, Russia
- Issue: Vol 31 (2023): NO ()
- Pages: 752-755
- Section: Articles
- URL: https://journal-nriph.ru/journal/article/view/2017
- DOI: https://doi.org/10.32687/0869-866X-2023-31-s1-752-755
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Abstract
The article discusses the issues of including the image of persons with disabilities in marketing and advertising practice. The data reflecting the statistics of disability and consumer behavior in the market of goods and services for the disabled and persons with disabilities are presented. The purpose of the study is to analyze the current practice of marketing and advertising activities using the image of disability and persons with disabilities. It is concluded that both advertising and any other forms of marketing initiatives reflect society, and therefore most advertisers at some point create communication products that somehow reflect their target audience. Good examples of images of people with disabilities and a wellthought-out advertising campaign are designed to increase brand loyalty and at the same time make the product more popular with a wide audience.
About the authors
I. E. Nadutkina
Belgorod National Research University, 308015, Belgorod, Russia
G. A. Elnikova
Belgorod National Research University, 308015, Belgorod, Russia; Belgorod University of Cooperation, 308023, Belgorod, Russia:
A. M. Korshunov
Kosygin Russian State University, 119071, Moscow, Russia
M. G. Kotovskaya
Kosygin Russian State University, 119071, Moscow, Russia
References
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