Challenging the Focus on Representation: Toward Recognizing the Agency of Disabled Consumers in Advertising

Abstract: Advertisements sometimes feature disability as a focal point, prompting scholars to analyze and theorize about these representations. However, a concerning gap exists in the literature: few studies have explored disabled individuals as consumers of advertisements, overlooking critical factors such as readability, usability, accessibility, and the overall user experience. This literature review addresses the prevalence of “representation enthusiasm” among researchers studying the intersection of advertising and disability, and it highlights the need for a broader focus on the actual consumer experience within this demographic. Ultimately, this article argues that representation, when done thoughtfully and collaboratively, holds the potential to educate, empower, and promote true inclusion of disabled people. This article argues that scholars should transition from merely counting disabled individuals in their research to actively amplifying their voices and expectations regarding advertising practices.