This entry provides a comprehensive examination of the portrayal of disability within advertising, a dominant cultural force that simultaneously reflects and constructs societal attitudes. It begins by analyzing the ethical paradox inherent in charity advertising, where campaigns that evoke pity and guilt prove most effective for fundraising yet fundamentally conflict with the principles of social role valorization and human dignity. The discussion then expands to mainstream consumer advertising, exploring its dual capacity to perpetuate harm or drive social progress. This entry synthesizes evidence demonstrating that stereotypical and sensationalized portrayals reinforce stigma and implicit bias, with detrimental real-world effects on areas such as workplace inclusion and equitable health care access. Conversely, counterstereotypical, normalized representations are shown to effectively reduce prejudice and promote inclusion. Furthermore, this entry investigates the psychological underpinnings of disability bias, from public implicit associations to aversive ableism within professional sectors, often exacerbated by media distortions. Finally, this entry outlines a path forward, arguing that shifting entrenched perceptions requires multifaceted strategies, including increased public knowledge, meaningful interpersonal contact, and structured educational interventions. The conclusion posits that conscious and respectful representation is not merely a social imperative but also a strategic commercial advantage, enabling brands to resonate with evolving consumer values and actively participate in shaping a more equitable and inclusive society.