Abstract
This article presents the results of an integrative of the Most research to date on the media treatment of the Paralympic Games has used content analysis and the comparative method to determine whether people with disabilities are being discriminated against by the media. However, the need to investigate the effect of media communications on audiences has long been recognized. This study presents the results of a visual analysis of two advertising spots with very different discursive strategies, and of an experiment using neurological measurements with a sample of 40 subjects to assess the differences in positive emotion of the recipients related to each advertisement, taking the EEG frontal asymmetry as a measure of approach motivation. Our results found that the advertisement that a priori had more rhetorical resources to achieve positive emotion in a general population had an effect only on the subgroup of people with disabilities and, particularly, on those with disabilities who practice some form of sport.