https://doi.org/10.37955/cs.v8i2.347
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eISSN: 2600-5743
Perception of inclusive advertising
by brands targeted for people with
special needs
Percepción de la publicidad inclusiva realizada por
Marcas dirigida para personas con necesidades
Especiales
Alex Carlos Rendon Alin
Msc. Universidad de Guayaquil, Alex.rendona.@ug.edu.ec, https://orcid.org/0000-
0002-5499-9644
Mónica Fuentes Manzaba
Msc. Universidad de Guayaquil,
Monica.fuentesm@ug.edu.ec, https://orcid.org/0000-0002-8803-4197
Yovin Costavalo Berna
Lcdo. Universidad de Guayaquil, Yovin.costavalob@ug.edu.ec,
https://orcid.org/0000-0002-2971-7692
Shirley Manrique Fuentes
Psi. Universidad de Guayaquil, josyshir@hotmail.com, https://orcid.org/0000-0002-
0486-4872
ABSTRACT
The present article exposes which are the problems, preferences and
tastes of people with special needs in reference to the perception of
inclusive advertising, objective that to be achieved was investigated the
definition of perception of inclusive advertising according to authors,
an analysis of the factors that influence the purchase decision, the
relative knowledge that this group of people have in relation to
advertising, a survey and interviews that analyzed the different
parameters as people are related to advertising. One of the most
notorious aspects of people with disabilities, their relatives or
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guardians, specialists in relation to the subject agree that brands make
inclusive advertising and would like it to be sincere and transparent.
RESUMEN
El presente articulo expone cuales son los problemas, preferencias y
gustos de las personas con necesidades especiales en referencia a la
percepción de la publicidad inclusiva, objetivo que para ser alcanzado
se investigó la definición de percepción de publicidad inclusiva según
autores, se realizó un análisis de los factores que influyen en la decisión
de compra, el conocimiento relativo que tienen este grupo de personas
en relevancia con la publicidad, una encuesta y entrevistas que se
analizó los distintos parámetros como las personas están relacionadas
con la publicidad. Uno de los aspectos más notorios de las personas
con discapacidad, sus parientes o tutores, especialistas en relación del
tema están de acuerdo que las marcas realicen publicidad inclusiva y
les gustaría que sea sincera y transparente.
Keywords / Palabras clave
Inclusive advertising, social perception, consumer brand
Publicidad inclusiva, percepción social, consumidor marca
Introduction
The following research is based on concepts related to variables and
bibliographic sources, elaborated in reference to the treatment of
knowledge and perception of inclusive advertising.
Choosing directly to people with special needs as the population of
analysis in the research along with their relatives or guardians, in the
research psychologists contribute with comments related to this group
of vulnerable people and a notion of knowledge about what is
advertising.
Ecuador is an inclusive country since 2008 by the government with the
passing of the years brands joined the social inclusion through
inclusive advertising, but despite several efforts to promote the
inclusion of people with disabilities in advertising, there is a deficit of
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knowledge in people with the treatment of the subject and few studies
on how they perceive inclusive advertising this vulnerable group in
society.
The research tries to study variables such as perception of authenticity
and purchase intention.
In the research we find answers on how these people with disabilities
perceive inclusive advertising, and reactions on emotions in relation
to advertising and how it can influence their purchase decision.
In order to reach the analysis and scope of the research, research
instruments such as surveys and interviews were used.
Ecuador is a multicultural and ethnic country that includes four
regions completely different from each other, social inclusion has been
developing as a topic of interest and action by the government since
2008, even so, there is more accessibility for people with disabilities
such as buses designed for people with mobility disabilities, brailles is
bus stops for people with visual disabilities.
In recent years, brands have been making social campaigns and
advertisements directed to this special group of people, but how much
are people aware and are they really making diverse advertising to
make them feel related to the topic or inclusive advertising that
promotes acceptance without discrimination and stereotypes.
In advertising, inclusion has become a trend in recent years. Brands
are increasingly interested in targeting their messages to people with
special needs, such as physical, mental or sensory disabilities, in order
to impart diversity and equal opportunities. However, there is a lack
of knowledge and understanding about how these people perceive and
react to advertising.
Brands and governmental entities join this noble cause of making this
group of people feel included in society through advertisements, social
responsibility campaigns, etc.
Consequently, at the end of this study and information gathering, a
social and commercial change can be achieved. In which people
become familiar with this trend of advertising, which lead to the
achievement of an inclusive society, without prejudice and
opportunities for people with special needs.
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The research aims to clarify and know brands that have created or paid
to make inclusive advertising and understand what resources they use,
if these are adequate or really are made from respect, inclusion, the
desire to communicate in diversity to achieve the loyalty of people with
special needs. And how these people feel about the realization of
advertising that includes them, without generating prejudices in these
vulnerable people.
To clarify whether this special group of people feel identified with
advertising and thus decide their buying preference and tastes with
respect to brands that make inclusive advertising, and thus they can
attract new customers through inclusive commercials and expand
markets through social inclusion.
Identify these brands that invest their capital and efforts in the
creation of graphic arts, advertising campaigns and strategies for
inclusion and loyalty, not only with the intention of making profits. But
to include this group of people.
With the project it is expected that people with special needs feel
identified and close to the inclusive advertising aimed at this small
group that welcomes momentum over the years.
To know and clarify the perception of inclusive advertising in this
group of people with special needs and if this advertising trend makes
these people have a special bond with the brand that performs good
management of social inclusion.
Inclusive advertising in Ecuador is given through the organic law of
communication that comes into force in 2013. However, very little
inclusive advertising is practiced in the country and even in
comparison with Latin American countries.
"It is understood that the ultimate purpose of advertising is focused on
the consumer's decision in acquiring the good or service offered"
(Dubois, B., and Rovira, A. 1998, how cited in Tinoco-Egas et al. 2019).
According to Saltos, Zambrano (2018) argues about purchase decision
as, the one that allows solving different challenges when making a
decision (p.5) so making a decision is the act of choosing or selecting
an answer among several options, situations, alternatives, having the
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freedom of choice with the purpose of reaching an intention that has
objectives and goals.
Making a decision is the act of choosing a response taking into account
several options, alternatives and situations, with freedom of choice
whose purpose is to reach an intention that has goals and objectives
(Cunalata, 2019).
Taking the concepts studied, it could be determined that the decision
to buy in advertising is given through the consumer's decision to
purchase a good or service, and that this decision goes through a
process in which advertising can interfere so that a choice can be made,
whether positive or not, regarding the owner of the advertising and
what it could offer.
Alonso Vidal (2022) in the web page Psience, Psychology Applied to
Health gives a brief explanation of the term "This theory tries to
address the way in which we perceive and explain the behavior of
people through attributive processes, or attribution processes".
The website Theory (n.d.) describes the theory by mentioning author
Fritz Heider "Heider states that all behavior is considered to be
determined by internal or external factors." (Heider, 1958 as cited in
Theories n.d.)
Marketing Directo (2019) explains that even in digital marketing terms
such as attribution are used for strategy generation, specifically to
assess customer perception and behaviors.
It could be stated then that consumers attribute to advertising their
own interpretations, based on their own life experiences and
approaches. That is, those behaviors that they can see in an advertising
piece would be associated with internal or external behaviors or
factors.
Monge (2010) describes "According to this model, the change in
attitudes that a certain message generates in us can be produced
through two different cognitive processing routes: the central route
and the peripheral route".
Referring to the central route, Luxor (2019) determines that "The
central route is the one taken by people with a high probability
elaboration of advertising content. Therefore, people are interested in
and think about the content that is being transferred to them".
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It can be noted with respect to the authors that for advertising to
persuade, central or peripheral processes must occur, then it is of
utmost importance that these processes are understood to design
effective messages.
According to, (Torres Valverde & Padilla Rivadeneira, 2013) The
purchase intention is a projection of consumer behavior that will
contribute significantly to shape their attitudes. It is generally
measured on a 5-level scale from "I would definitely buy it" to "I would
definitely not buy it".
Purchase intent, or buyer intent, is about what every business wants to
achieve in its various customers. It refers to a valuable tool that
distributes the information a company or brand needs to have a special
bond with a specific audience. Purchase intent can be measured.
Purchase intent refers to when a customer decides to buy a product or
service within a certain predetermined time frame.
Purchase intent can be measured in different ways, including surveys
and detailed data analysis of website visits, social media accounts. In
order to effectively advertise and maximize marketing budgets, it is
essential for companies to understand purchase intent.
At present are all channels that are used to transmit an advertising
campaign with the purpose of mass communication that reaches the
message to as many audiences as possible.
Also called media that disseminate messages, campaigns, information
or news in different communities.
It is the medium through which advertising is presented (television,
social networks, print, etc.) that can influence how it is perceived.
According to (Hutt Herrera, 2012), nowadays we do not speak of
media, but of diffusion media, moving from the traditional to an
interactive and dynamic process. We can say that the media are
associated with traditional media and virtual sites, in which social
networks and the different mechanisms of interactions of individuals
with the help of technology stand out.
Social perception (or person perception) is the study of how
individuals form impressions and make inferences about other people
as sovereign personalities. (Wikipedia,2023)
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From the marketing perspective, Kotler and Armstrong (2012)
mentions that the concept of the consumer is that individual who uses
or possesses the product or services he/she intends to buy to satisfy
his/her needs. (Sulla,2021)
A consumer is an individual who purchases a product or services to
satisfy his tastes, needs or sometimes to enrich his ego.
There are several types of consumers such as analytical consumers
who first investigate the product before acquiring it, those who buy for
emotions and those who buy for recommendations or feel loyalty to
the brand.
We can emphasize that the concept "brand" refers to a name of a
company to position itself in the market and establish a difference with
the competition, the name of the company or brand can be related to
its products, as companies classify their distinguished and extensive
products or services.
It is considered as inclusive advertising. Bravo, Santos (2019) in
Perceptions regarding attention to diversity or educational inclusion
in university students "On the one hand, it encompasses the unique
characteristics of individuals and, on the other hand, it refers to those
that are a product of the context in which people live." (p. 322)
Unidos (2021) delimits a vision regarding what is inclusive advertising
mentioning that "If we define inclusive advertising, it will be necessary
to point out that it is that which represents people that we would not
normally see accompanied by a message with an ideology and/or
values that promote positive attitudes and equality in society."
Then with the visions, arguments found could be delimited to the
perception of inclusive advertising as one that seeks to give a message
which would not be common to see through the media, which would
have unique characteristics and social contexts different from those
commonly visualized.
"Each person is to have an equal right to the most extensive scheme of
basic freedoms that is compatible with a similar scheme of freedoms
for others" (Raws, 1971, as cited in Flores, 2017, p. 38).
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According to, Blanco (2006) in La Equidad y la Inclusión Social: Uno
de los Desafíos de la Educación y la Escuela Hoy develops a series of
concepts based on educational inclusion, in turn clarifying terms such
as inclusion described as.
"A key aspect of inclusion is to achieve the full participation of all
people in the different spheres of human life." (p. 6)
Oviedo (2023) expresses through the Andean Journal of Education in
reference to inclusion, exclusion and social justice that "Although
inclusion in many cases denounces injustice as opposed to social
exclusion, both concepts are polysemic; the second is associated with
the term marginality." (p. 2)
In turn Oviedo expands the meaning of marginality as:
The dimensions of marginality are diverse, cultural, ethnic, gender
and educational, as well as economic. All of them are interrelated and
crossed by the curtailment of human rights (economic, social, cultural,
political and civil), since the marginalized cannot exercise them
because they do not have access to education.
Inclusion seeks that those people should be taken into account, and
not only be reflected or feel identified, with this diversity in advertising
seeks to include people, that they identify themselves and thus
generate an acceptance by society, but in turn generate an impact on
other areas where diversity and inclusion are expanded.
Inclusive advertising is that which seeks and promotes inclusion
through the creation of advertisements, messages and campaigns to
vulnerable groups of society, with reference to gender, ethnicity, race
or physical-mental condition.
The term inclusive advertising may seem contradictory because it was
initially motivated by the very origin of advertising, only to advertise
and sell. As achievements were made in different vulnerable groups of
society, advertisers and agencies have been adapting to the changes.
Historically, advertising has created stereotypes based on behaviors,
ideologies and regulations established by society.
In Ecuador until August 2021, 471,072 people with disabilities were
reported according to statistics of the National Council for Equality of
Disabilities, of these in the province of Manabi corresponds to 45,823
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people and in the Canton Pedernales Province of Manabi, reflect 1,443
people with disabilities (CONADIS, 2021).
Another definition of social inclusion would be the "process of
empowering people and groups to participate in society and take
advantage of their opportunities". (Figueroa, n/d).
In Ecuador, social inclusion is of great relevance and has an impact on
the national government, municipalities, foundations and food sector
brands, generating opportunities for people with special needs;
national brands try to publicize social inclusion through advertising
strategies, merchandising, adequate infrastructure and inclusive
advertising.
Inclusion attributes to building a more empathetic and equitable
society. Inclusion succeeds in fostering sustainable economic growth
by harnessing the aptitude in all individuals in a community.
For some authors this process means the consumer experience with
brands. For Otaduy (2016) the concern points out that brands are
perceived or unnoticed by consumers.
According to, Rompay & Veltkamp (2014) these authors clarify
between perception and ability to metaphorize their research on
effective brand and product communication through packaging. They
argue that the use of stimulating and exciting colors make a domain of
strategy to capture the consumer's attention, and failing that visual
metaphors that communicate a symbolic dependence with the benefits
of the brand.
Perception in advertising starts from the moment consumers have an
experience with the brand whether positive or negative. Each
consumer judges the brand depending on the attributes or the way the
brand logo is elaborated, assimilates it and judges if he/she will
continue consuming the same brand or change it for another one.
Brands use warm or cold colors as a strategy to arouse interest in
consumers, this can be called perception, advertising can influence
how the consumer can perceive the brand.
Through visual symbolism consumers perceive the brand, the
assimilation of advertising arouses interest and can generate
comparisons between similar products of better quality belonging to
different brands.
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Materials and Methods
According to, (Sampieri, 2014) The scope of a research determines the
results we address with the research we conduct and subordinates to
the method we will use to achieve concise results of our research.
To make known among people with special needs who have no
knowledge that they are taken into account in the extensive field of
advertising, either to generate awareness in society, or strategy to
connect with audiences and be able to expand niches in the market.
Information gathered for brands on how inclusive advertising is being
perceived by people with special needs, such as their family members
and guardians.
(Health, 2022) The research design is the logic that links the data that
will be collected (and the conclusions reached) to the initial study
question. Every empirical study has an implicit (if not explicit)
research design. A sound theoretical proposal allows the
generalization of the case study findings to other situations through
analytical and non-statistical generalizations.
The present research was carried out in approximately four months, to
obtain results, theories and relevant information for brands, which
strategy can be used to be able to advertise quality inclusive
advertising.
In which people can see advertising that is totally transparent, honest,
easy to understand and that seeks a social conscience.
The topic to be developed is focused on inclusive advertising, we will
use a descriptive-bibliographic methodology to describe the
importance that should be considered to the inclusion of people with
disabilities and we will determine the perception of inclusive
advertising of certain brands.
In addition, the mixed qualitative-quantitative approach will be used
to better determine the results of the research, the data collection
instruments to be used will be interviews and surveys.
The research that takes different approaches, which is defined as
mixed. In consideration of Ruiz, Borboa and Rodriguez (2013), they
mention that, when implementing the mixed approach, qualitative
and quantitative approaches are joined in almost all its stages, it is
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convenient their combination to collect information that can be
associated. Such association allows the use of several routes to achieve
a broad interpretation and understanding of the analyzed
phenomenon. Thus, the mixed approach is a treatment that analyzes
and links qualitative and quantitative data in the same study or in
several investigations to answer a question.
The research has a mixed approach where a sample of the population
with special disabilities in the city of Guayaquil is determined, in order
to propose results that allow identifying the level of knowledge of
inclusive advertising and its perception in this advertising trend.
(Arias, 2021) Descriptive research, therefore, what it does is to define,
classify, divide or summarize. For example, by means of measures of
position or dispersion.
However, it does not analyze the reason for the behavior of some with
respect to others. In this case, we must resort to other techniques such
as correlational or explanatory research.
The descriptive methodology in the research is used to describe the
different causes, effects and phenomena caused by the perception of
inclusive advertising, while the bibliographic methodology is also used
to rely on references and bibliographic sources that provide
information to the research.
In the methodology, terms that are directly involved with the topic of
study and bibliographic sources from other researches, articles on the
web, books and scientific articles are moved.
The universe-population refers to the population chosen for an
analysis in the research selected by means of the study problem and
variables.
The population is a group of people formed to carry out the research
that comes to make the object of analysis. To the context, Di Renzo et
al. (2018), state that the population is a set of components related in a
given time and space, with some observable or charted characteristic.
A population sample was taken from a comprehensive rehabilitation
center belonging to the public health ministry, patients, tutors,
psychologists who live with patients were considered in order to detail
the perception of inclusive advertising aimed for people with special
needs.
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The population and the sample will be the totality of the people of the
center to which reference is made:
The sample is the total population of the specialized center of integral
rehabilitation guayaquil #2. 125 people with different disabilities.
We are going to use as sampling the population universe in a non-
probabilistic way that will give us the desired results.
An interview with the director of the FASAN Foundation will be
implemented.
The instrument to be applied is the interview and survey, a descriptive
non-experimental research technique. This is the method that adjusts
to the variables of the problem.
We know as an interview a conversation in a natural way between two
people. A conversation involving questions and answers.
Empirical method regarding a communication of interpersonal
relationships between the researcher and those who are subjects of
study to get answers to questions (Lanuez and Fernández 2014, as
cited in Herán et al. 2020, p. 68).
When we refer to survey it leads us, to a questionnaire thinking full of
questions and answers, but it leads us to an eloquent interaction
without junctures that we can fall into a resounding boredom without
knowing the globalized theme in the survey.
Results
To interpret the results of the research, successive questions in
reference to the variables of the research are exposed in evidence, in
the third question it was inquired whether people with disabilities and
their relatives or guardians agree with inclusive advertising, most of
them answered that they agree.
Starting from the age range of the population chosen for the analysis
of the research, it was found that most of them are over 19 years old,
some people are no older than 18, a small percentage are no older than
15 and a small number are between 12 and 15 years old. In question 3,
we asked if people with disabilities are aware that there is a law that
protects them, in which the majority responded that they know or have
heard about the law of inclusion for this vulnerable group. In question
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4, we asked if they agree that brands make inclusive advertising, 42.4%
indicated that they agree, 32% answered that they totally agree and
25.6% indicated that they do not agree. This shows that the majority
do agree that brands should advertise inclusively. Question 5 asked
whether people have seen inclusive advertising, 50% answered that
they have not seen any, 38.9% have seen little and 11.1% have seen a
lot of advertising.
Question 6 shows that the majority of people consider that brands are
really advertising inclusively.
Question 7 shows that 52.4% of the population feels little identified
with inclusive advertising, 38.9% very little and only 8.7% a lot.
In question 8, it is defined that the population consumes products of
brands that carry out inclusive advertising, in which a representative
percentage consumes products of the tia brand, in second place,
Rexona, and then 27.8% consumes products of other brands that are
linked to inclusive advertising.
Question 9 shows that the majority of people with special needs expect
inclusive advertising by brands to be sincere, resulting in 60.8%.
People decided that they also expect advertising to impart inclusion
(14.4%), that it should be transparent (12.8%) and that it should be
clear (12%).
With reference to the influence of inclusive advertising on the
purchase decision, 88.7% affirmed that advertising does influence and
11.3% indicated that inclusive advertising does not influence.
Approximately 50% of the population assures that they are not aware
that brands advertise to people with disabilities.
More than half of the population considers that brands should make
inclusive advertising that includes people with disabilities in society.
63% of the population affirms that little inclusive advertising is seen in
different media.
The vast majority considers that some brands' advertising is truly
inclusive.
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More than 50% consider that inclusive advertising does influence the
decision to purchase products from certain brands that include people
with special needs in their advertising.
More than 50% of people with disabilities and their relatives or
guardians do not feel identified with inclusive advertising.
Conclusions
Inclusive advertising is transmitted by broadcast media, being an
important part of content marketing strategy, SEO, social inclusion
and advertising strategy. However, it still lacks awareness among
people as very little or almost no advertising is displayed. This involves
the current lack of accessibility of inclusive advertising as barriers in
advertising.
Considering the results of the surveys and interviews, it can be
considered that people agree that brands should make inclusive
advertising, but they do not feel identified with this advertising trend
and are very scarcely related to this topic. They also believe that brands
should be a little more empathetic and inclusive in order to be closer
to people with disabilities.
According to the surveys and interviews conducted, people believe that
inclusive advertising can influence the purchase decision at the time of
viewing it.
More than 50% of the surveyed population determined that they want
inclusive advertising that is sincere on the part of the brands that take
the risk to venture into this trend, either to reach new audiences or to
empathize with society.
Despite several years that certain brands have been doing inclusive
advertising, there is still a very noticeable deficit in knowledge that is
really inclusive advertising for people with disabilities, these people
with disabilities are willing to relate to this advertising, but still do not
feel identified. Therefore, brands would have to make a greater effort
to make people feel identified.
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