Corporate Advertisments
Representation.
There is a great load of advertising from travel corporations. In previous decades the ads included only wealthy-looking white people, but now they include people of different races, backgrounds and genders. Although there is a significant lack of representation for people with disabilities. Thankfully, there are some corporations like British Airways which so the importance of helping travelers with disabilities.
What is British Airways Saying?
In their "Fuelled by Love" video, a British Airways flight attendant told her story of her first flight to India. In the video she assists an older woman with slight disabilities, appearing to be back pain and some emotional trauma, along their flight. This video was wonderful because it made disabilities a part of the video without it being center-stage, showing that it is not out of the ordinary for a traveler to have limitations. When the flight attendant assists the woman with putting on her socks it showed someone willing to take initiative to help another in need. While this woman didn't have any visible disabilities other than perhaps her age, the video still showed the value in helping someone who is physically unable. When the flight attendant helped the woman put on her socks you could see the gratitude in her face. I think that there is a great deal of people "looking the other way" when someone is either physically incapable or emotionally distraught, but the video shows that offering help is always appreciated. The incredibly loving experience the flight attendant had was because of her kindness. This video showed that British Airways recognized travelers with disabilities or limitations and is there to help. I think it was incredibly impactful.
Critique
While I did find this piece very impactful, there are some elements that I think could be perfected upon. There is a slight element of orientalism going on, and the idea of the flight attendant being a "white savior" to the Indian woman and her family. There are many flight attendants that are women of color, perhaps even Indian, but the woman was white anyway. In British Airway's defense, this was based on a true story, so perhaps the original woman was white. Either way, the message would have changed if the woman was one of color. What do these decisions say about the west? Does this video help contribute to the idea of the Orient and its people? I think that while unintentional, the video presents a glorification of Indian culture and the white woman who found herself.