Reflecting UK as a diversified country

What is it about?

Identifying the protected characteristics under the Equality Act of the UK, the purpose of this paper is to discover the extent to which the protected characteristics are featured in British newspaper advertisements, as evidence of diversity and equality in the country.

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Why is it important?

The findings suggest opportunities for advertisers to integrate disabled individuals into their marketing campaigns, not just as a business strategy for targeted markets but as individuals in a diversified community. Lesbian, gay, bisexual and transgender (LGBT) people could also be featured in advertisements for products and services that couples usually buy together, for example, holidays and mortgages. This study expands on the existing study on the portrayal in advertisements of stereotypes of genders, different age-groups and ethnic minorities. The portrayal of disability, sexuality and religious beliefs were considered within newspapers in UK, bridging some crucial gaps and providing outcomes relevant to numerous types of stakeholders, including the brands, advertising industry and academic researchers.