A Shift in Our Society
For centuries, society has perceived persons with disabilities as objects of fear and pity. Television commercials reflect what society and the culture views as currently marketable. Twenty years ago, it would be unusual to see a disabled person in a commercial who was depicted as successful or desirable. The continuing presence of extraordinary people with disabilities has lent a voice to the fact that this group of individuals are a valuable part of society. They should no longer be in the shadows, but rather be in the foreground of the American scene. Using the advertisement, regarding the world’s first adaptive deodorant built with a diverse disability community, and the article, “I’ve Been Paralyzed Since I Was 3. Here’s Why Kindness Toward Disabled People Is More Complicated Than You Think,” we can identify the different perspectives of ableism and how it affects those who are disabled.
Disabled persons have been identified as co-dependent and inferior to others through the media and other social platforms. Generally, disabled persons are portrayed as helpless and can be seen as a burden to society. These exceptional people are challenged with many obstacles in life including the negative connotations that society links to the various categories of disability. Acts of generosity have also become more of an ironic situation that the disabled encounter. Kindness can often be perceived in the wrong way, and in this case it does.
People with disabilities often take these kind gestures offensively, as they do not need help from another individual. Although these acts of generosity may be out of the goodness of a stranger’s heart, the disabled feel that it is out of pity and sorriness. This benevolence can be perceived as a “…fly that won’t stop buzzing, won’t hold still long enough…” (Taussig), to the disabled persons. The generosity can be overwhelming at times and will ultimately make the challenged person frustrated rather than gracious. Continuously being asked if they need help even though they can partake in the activity independently, ultimately makes their self-esteem simmer. Even compliments like, “All I see when I look at you is a beautiful woman. I don’t even notice your wheelchair…” (Taussig), can be hurtful. Even though the person that is complimenting the disabled person may mean it sincerely, it comes off as if the disabled person is less than. It’s often misinterpreted or is seem more as an insult than a compliment.
Despite the perspective traditionally portrayed with the disabled being less than capable, in recent television commercials we can see that their voice has uplifted from where they once were. More recent commercials depict these people for who they are instead of classifying them into one category. Instead of belittling them, we see them succeed in the occupations they work for, complete daily tasks, and genuinely see how successful they can be- since they are like any other ordinary person. One company that has helped spread this awareness has been the deodorant company, Degree. Degree has created a multitude of advertisements to display the reality of a daily life of a disabled person. One commercial focus on a middle-aged man who does not have arms; however, he continues to box as he has found a way to pursue an activity that he enjoys. This brand has helped with the ideology of ableism and how disabled people are able to manage daily activities as well as participate in the activities that any other person is able to partake in. Educating as many people as possible about this vulnerable group will help us build a stronger sense of community.
These commercials help others understand that disabled persons don’t necessarily need to rely on others to be successful. The disabilities that these people may have don’t hold them back, but rather we do as a society. And with this in mind, we can prevent this separation in our society simply by educating ourselves on topics such as ableism. Everyone is unique in their own way, and therefore we should be accepting of everyone no matter what their circumstances may be.
Ableism has been a topic of conversation and continues to be one as there are multiple ways people may perceive it. Through the use of television commercials, social media; blogs and other platforms, we can continue to spread this awareness in hope to bring a new light to the disabled persons within our communities. Understanding this topic will help us grow as a society and give disabled persons the opportunity to be a part of the society we live in without being marginalized.
With today’s emphasis on inclusivity and with advances in technology, disabled individuals have access to more activities than ever before. Using social media platforms, advertisements and blogs, society is exposed to more images of disabled people and their lifestyles. Without the use of advertisements, we would not be able to inform others on this issue. While everyone’s perception may not be able to be changed, great strides have been made to eliminate the false idea of disabled individuals as being a burden. Rather, they are just individuals that re-in vision the way things are done.
Works Cited
Degree. (2021, April 25). The World’s First Adaptive Deodorant Built with a Diverse Disability Community. Retrieved September 11, 2022, from https://www.youtube.com/watch?v=dUecdeQw_dk.
Taussig, R. (2020, August 20). Retrieved September 11, 2022, from https://news.yahoo.com/ive-paralyzed-since-3-heres-102917512.html.