Social psychological research in relation to charity advertising in the area of disability has attempted to distinguish between 'positive' and 'negative' images and the way in which these are related to their fundraising potential. In the light of the critique of charity advertising offered by a number of disability theorists, it is suggested that this perspective would be enhanced by consideration of the attitudes of disabled people to charity advertisements. A study is reported that compares the attitudes of disabled and non-disabled people to two charity advertisements. Differences between these two groups are reported and in the light of the nature of these it is suggested that what are considered to constitute 'positive images' is unlikely to be consensual.

Original languageEnglish
Pages (from-to)309-314
Number of pages6
JournalJournal of Community and Applied Social Psychology
Issue number4
Early online date15 Jan 1999
Publication statusPublished - 10 Aug 1999


  • Attitudes
  • Charity advertising
  • Disability

ASJC Scopus subject areas

  • Social Psychology
  • Sociology and Political Science


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