Representasi Penyandang Disabilitas Dalam Iklan “Gerakkan Kebaikan Lampaui Batasan”

Abstract

Advertising concepts, especially those relating to disabled people, have undergone major changes in recent decades. Disability advertising has made positive progress. Previously, disability representations in advertising were often stereotypical, or even none at all. However, advances in social and cultural thinking, along with increased awareness of better inclusion and representation, studies of disability-related advertising can help us understand how the media affects the perception of people with disabilities towards the general public and how advertising may be used as a tool to promote social inclusion. The aim of this study was to study advertisements with the theme "Move Goodness Beyond Boundaries" created by Firstamina representing disability as an important and valuable part of society. This research uses the paradigm of constructivism, which sees the truth of social reality as a product of social construction and a relative nature. This study uses descriptive methods used to investigate the status of a group of people, objects, conditions, thinking systems, or classes of current events. (Sugiyono, 2019). This advertisement succeeds in breaking the stereotypes that associate disability with limitation or dependence. By showing people with disabilities who are actively helping each other in their own way, this ad transforms the public's view of the potential and positive contributions that people with a disability can make. So the "Good Movement Beyond Boundaries" advertisement gives a strong message about the strength, potential, and inclusion of individuals with disabilities insociety.