Can you hear me? The inclusive advertising and its representation

Inclusive advertising represents an important change that is taking place. Issues that in the past were part of social communication are finding their way into commercial communication strategies and fuelling the ethical debate. The brand image is conveyed through emotional storytelling that involves the consumer. The keywords are changing: inclusion, ethics and values are replacing the “aspirational dimension” typical of advertising. In the digital age, the image of the testimonial is increasingly built on socially relevant topics. It is a transversal phenomenon that involves different targets and products. A new aesthetic paradigm is subverting the canon of communication strategies: new models, new families, new age groups, new bodies are appearing on the scene. Focusing on the representation of disability, this paper observes how advertising can contribute to changing the perception of socially relevant issues by new strategies.