Effectiveness of Advertising Using Model with Disabilities: Extended Advertising Value Model

The increasing awareness of inclusivity issues, especially among the younger generation, has encouraged companies to adopt advertising using the disability model to support equality. However, the effectiveness of these ads has not been empirically studied. In the context of advertising in general, the advertising value model (AVM) has often been applied. Therefore, the study aimed to evaluate the effectiveness of advertising using the disability model in increasing purchase intention through the Advertising Value Model. It also examined the role of universalism in the relationship between advertising value and attitudes toward the advertisement and the brand. This survey-based research involved 216 Generation Z members in Banten, Jakarta, and West Java, selected using a convenience sampling technique. Data were analyzed using PLS-SEM to maximize the prediction of relationships between variables. The results show that informativeness and entertainment elements significantly increase the advertising value. This affects both the brand and the attitude toward the advertisement. The universalism value strengthens the attitude toward the advertisement but not the attitude toward the brand. A positive attitude toward the brand is the primary factor increasing purchase intention. The attitude toward the advertisement influences purchase intention through its impact on brand attitude. Practically, this study offers insights for companies to design advertisements that promote social equality, enhancing marketing performance and financial benefits.

advertising value model, attitude, inclusive advertising, purchase intention, universalism

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