In their study of two paralympic promotion campaigns, silva and howe found that representations of athletes in the paralympics varied widely and often created controversy. they attributed this to the fact that
Howe and Silva looked at the reception
of the two ad campaigns. One was from the United Kingdom for the 2012 Paralympics
and the Superatleta ad in Portugal. Both showed the people with disability
overcoming great odds to do what they are doing. This though created
controversy because according to Silva and Howe there is no actual social consensus
on how to correctly portray the disability and people with it in the media.
