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A deaf teenager shopping with his dad gives a Wal-Mart ad a warm and fuzzy feel. A champion Alpine skier without a foot scores points for inspiration in a spot for Home Depot. Upscale professionals, in commercials for Bank of America and Kohler, turn out to be blind. Welcome to the hot new world of disability marketing.
Like African Americans, Hispanics and other once-marginalized minority groups, people with disabilities have become an increasingly visible fixture of mainstream advertising.