Visual communication, especially films, can be an effective way to teach complex topics. The use of films in business schools, however, has been limited even though demand for such content is increasing. This article takes a focused look at how educators can take advantage of films to teach diversity in business. Despite the importance of diversity in business and marketing education, there is not enough written materials such as case studies to teach it. Even when they do exist, written content may not be adequate in communicating the issues involved in diversity because of difficulties related to representing a given diversity group only using text. This article discusses how films can help overcome the limitations of text-only representation of a specific diversity group—intellectually disabled workers. The empirical study shows that film can be more effective than text in eliciting consumer responses such as emotions and a positive attitude to an identified disabled personality as well as to the employer brand. This article also provides practical steps that educators can take in gradually integrating visual materials such as film to their traditional method and contents of instruction when teaching diversity in business.

中文翻译：

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使用电影实现营销教育中的多样性目标

视觉交流，尤其是电影，可以成为教授复杂主题的有效方法。然而，尽管对这类内容的需求正在增加，但在商学院中电影的使用受到了限制。本文重点研究教育者如何利用电影来教授业务多元化。尽管在商务和市场营销教育中多样性的重要性，但是没有足够的书面材料（例如案例研究）来教它。即使存在，书面内容也可能不足以传达涉及多样性的问题，因为与仅使用文本表示给定的多样性组有关的困难。本文讨论了电影如何帮助克服特定多样性群体（智障工人）仅使用文本表示的局限性。实证研究表明，电影在引起消费者反应（例如对已识别的残障人士以及雇主品牌的情感和积极态度）方面比文字更有效。本文还提供了一些实用的步骤，教育者可以在教学多样化的业务时逐步将诸如电影等视觉材料与他们的传统方法和教学内容结合起来。