Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)

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Stand Up for Purpose: Disability and Inclusion in Social Advertising Through Humor and Storytelling

Authors
Rosa Alexandra Pizarro-Acosta1, *, María José Castro-Bernardini2
1Universidad Peruana de Ciencias Aplicadas, Lima, 15023, Perú
2Universidad Peruana de Ciencias Aplicadas, Lima, 15023, Perú
*Corresponding author. Email: u201413216@upc.edu.pe
Corresponding Author
Rosa Alexandra Pizarro-Acosta
Available Online 17 December 2024.
DOI
10.2991/978-94-6463-596-6_44How to use a DOI?
Keywords
Disability; inclusion; humor; storytelling; social advertising
Abstract

The purpose of this study was to analyze how humor used in social advertising can generate a more inclusive view of what disability is. The advertising spot “Stand Up with Purpose” of the Entel brand was chosen as a case study because it presents three people with functional diversity with a humorous narration, uncommon, in advertising about disability. The research has a naturalistic paradigm, applying a qualitative methodology and a phenomenological design to obtain information about opinions and thoughts. Semi-structured interviews were conducted to address research questions. Through the convenience sampling technique, 15 university students and/or graduates aged 21 to 26 years from Lima were contacted. The results indicate that the humorous message together with a first-person narrative can transform society’s everyday perception of functional diversity; that is, from dependent people to people with self-control and autonomy to make decisions.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
17 December 2024
ISBN
978-94-6463-596-6
ISSN
2667-128X
DOI
10.2991/978-94-6463-596-6_44How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Rosa Alexandra Pizarro-Acosta
AU  - María José Castro-Bernardini
PY  - 2024
DA  - 2024/12/17
TI  - Stand Up for Purpose: Disability and Inclusion in Social Advertising Through Humor and Storytelling
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
PB  - Atlantis Press
SP  - 506
EP  - 516
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-596-6_44
DO  - 10.2991/978-94-6463-596-6_44
ID  - Pizarro-Acosta2024
ER  -