ABSTRACT
This chapter demonstrates how advertisements are infused with a normative social aesthetic that involves wonder, fear, and/or pity about people imagined, rendered, deemed, and in some ways placed beyond the normative divide. Cultural Disability Studies in Education (CDSE) discourse that combines disability studies and media studies should acknowledge from the outset that Dove's Real Beauty campaign does contain non-normative positivisms. In order to explore this aspect of the representations, due consideration should be given to three advertisements in the campaign that prominently represent women who have visual impairments: the first is for deodorant, the second for the movement for self-esteem, and the third for hair colour radiance shampoo/conditioner. The wonder of the hair colour radiance shampoo/conditioner advertisement becomes filtered through the concept of synaesthesia that proves highly stimulating in CDSE discourse. When disability studies and media studies are brought to the See the Need campaign, it becomes evident that the role of drama is both significant and problematic.
