Problems of Social Hygiene, Public Health and History of MedicineProblems of Social Hygiene, Public Health and History of Medicine0869-866X2412-2106Joint-Stock Company Chicot201710.32687/0869-866X-2023-31-s1-752-755Научная статьяSOCIAL REPRESENTATION OF PERSONS WITH DISABILITIES IN MARKETING AND ADVERTISING PRACTICENadutkinaI. E.ElnikovaG. A.KorshunovA. M.KotovskayaM. G.Belgorod National Research University, 308015, Belgorod, RussiaBelgorod University of Cooperation, 308023, Belgorod, Russia:Kosygin Russian State University, 119071, Moscow, Russia1109202331S375275504082025Copyright © 1970,1970The 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.marketingadvertisingpersons with disabilitiesdisabilitycommunicationsмаркетингрекламалица с ограниченными возможностямиинвалидностькоммуникации1.Farnall O. F., Lyons K. Are we there yet? A content analysis of ability integrated advertising on prime-time TV // Disability Studies Quarterly. 2012. Vol. 32, P. 1.2.Ellcessor E., Kirkpatrick B. Disability media studies. N.Y.; 2017.3.Ellis K., Goggin G. Disability and the media. L., 2015. P. 94—112.4.Orgad S. Media representation and the global imagination. L.; 2012. P. 4—10.