Charity advertising: for or against people with a mental handicap?

摘要: This research investigated whether it is possible for charity advertising campaigns to stimulate donations successfully as well represent people with disabilities valued human beings. Thirty-eight subjects were required rank 10 MENCAP posters along 15 bipolar constructs using a variation of the Q sort procedure. Constructs included feelings such pity, guilt and sympathy, constructive helping behaviours giving money time, perceptions having rights, value capabilities. Correlational, cluster factor analyses suggest that images which elicit greatest commitment give are those most closely associated guilt, sympathy pity negatively illustrate mental handicap same capability non-handicapped persons. The implications these findings regard principle normalization (social role valorization) discussed.