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Branded Content and Disability: Opportunities for Contributing to SDGs

Branded Content and Disability: Opportunities for Contributing to SDGs

Luis Mañas-Viniegra, Mónica Viñarás-Abad, Juan Enrique Gonzálvez-Vallés
Copyright: © 2023 |Pages: 21
ISBN13: 9781668439715|ISBN10: 1668439719|ISBN13 Softcover: 9781668460917|EISBN13: 9781668439722
DOI: 10.4018/978-1-6684-3971-5.ch008
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MLA

Mañas-Viniegra, Luis, et al. "Branded Content and Disability: Opportunities for Contributing to SDGs." Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape, edited by Blanca Miguélez-Juan and Gema Bonales-Daimiel, IGI Global, 2023, pp. 193-213. https://doi.org/10.4018/978-1-6684-3971-5.ch008

APA

Mañas-Viniegra, L., Viñarás-Abad, M., & Gonzálvez-Vallés, J. E. (2023). Branded Content and Disability: Opportunities for Contributing to SDGs. In B. Miguélez-Juan & G. Bonales-Daimiel (Eds.), Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape (pp. 193-213). IGI Global. https://doi.org/10.4018/978-1-6684-3971-5.ch008

Chicago

Mañas-Viniegra, Luis, Mónica Viñarás-Abad, and Juan Enrique Gonzálvez-Vallés. "Branded Content and Disability: Opportunities for Contributing to SDGs." In Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape, edited by Blanca Miguélez-Juan and Gema Bonales-Daimiel, 193-213. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-3971-5.ch008

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Abstract

This paper analyses branded content initiatives related to disability and how they contribute to the achievement of sustainable development goals (SDGs). A case study search has been carried out in order to select the most representative examples. Fifteen variables have been analysed in order to reach the conclusions obtained related to strategy, message, the role of people with disabilities, and the tone, as well as their contribution to SDGs. This study reveals the scarce use of branded content for the purpose of raising awareness about disability. However, the few cases found indicate considerably successful use of branded content with regard to strategy and image enhancement of people with disabilities, and its contribution to reducing inequality and promoting diversity and inclusion. Branded content is a strategy that still needs to be developed much further in order to contribute to the inclusion of people with disabilities.

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