Toward an intersectional framework for accessible and expansive advertising communication

Introduction This article investigates the concept of expansive and accessible advertising communication, examining how inclusivity and accessibility are articulated across the textual, visual, and multichannel dimensions of advertising. Although Inclusive Marketing (IM) has gained increasing prominence in both corporate strategies and consumer expectations, the academic literature remains fragmented. Methods To address this issue, the paper uses a qualitative review of the literature based on selected seed papers and backwards citations searches for the identification of the main research perspectives regarding diversity, accessibility, and advertising communication. Results Existing literature tends to examine the different domains of inclusive marketing and the various social identity categories (including gender, ethnicity, age, and disability) in isolation, adopting predominantly sector-specific rather than integrated approaches. Discussion In response to this fragmentation, the article proposes an analytical and design-oriented framework for expansive advertising communication, structured around the textual, visual, and communication channel dimensions and grounded in an intersectional perspective. The framework adopts a socio-cultural approach that conceptualizes advertising not merely as a market practice, but also as a symbolic device and a site for the construction of social imaginaries.