Inclusive advertising through the soundtrack: insights from people with visual impairments

Today’s audiovisual advertising is heard more than seen, as many viewers feel overloaded with visual information or engage in multitasking while viewing. The fact that many viewers are not watching the screen is a problem that should concern the entire advertising industry. Are there technological s...

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Detalles Bibliográficos
Autor: Palencia-Lefler Ors, Manuel
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2023
País:España
Institución:Universitat Pompeu Fabra
Repositorio:Repositorio Digital de la UPF
OAI Identifier:oai:repositori.upf.edu:10230/56639
Acceso en línea:http://hdl.handle.net/10230/56639
http://dx.doi.org/10.15581/003.36.2.67-81
Access Level:acceso abierto
Palabra clave:inclusive advertising
accessible advertising
visual impairment
audio description
Qualitative Data Analysis
Grounded theory
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spelling Inclusive advertising through the soundtrack: insights from people with visual impairmentsPalencia-Lefler Ors, Manuelinclusive advertisingaccessible advertisingvisual impairmentaudio descriptionQualitative Data AnalysisGrounded theoryToday’s audiovisual advertising is heard more than seen, as many viewers feel overloaded with visual information or engage in multitasking while viewing. The fact that many viewers are not watching the screen is a problem that should concern the entire advertising industry. Are there technological solutions that enable us to hear what we do not see? Audio description (AD) is an established option in the field of visual impairment, but is it the only option to make advertising accessible to people who are not looking at the images? This study considers these questions, applying a methodology based on Qualitative Data Analysis (QDA) and combining Grounded Theory and the focus group model as a data collection technique. Three focus groups ⎼two comprising people with a visual disability and the third made up of people without one explored the question of whether contemporary advertising has been drifting towards an exclusion of spectators with visual impairment. Participant responses were split between the view that commercials should incorporate AD but with clear improvements that take viewer opinion into account and the belief that advertising should return to its origins and make its soundtrack more explicit, perhaps rendering AD unnecessary.Universidad de Navarra202320232023info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttp://hdl.handle.net/10230/56639http://dx.doi.org/10.15581/003.36.2.67-81reponame:Repositorio Digital de la UPFinstname:Universitat Pompeu FabraInglésCommunication & Society. 2023;36(2):67-81.Communication & Society is licensed under Creative Commons Attribution-Noncommercial-NoDerivatives 4.0. https://creativecommons.org/licenses/by-nc-nd/4.0/http://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:repositori.upf.edu:10230/566392026-06-12T07:21:37Z
dc.title.none.fl_str_mv Inclusive advertising through the soundtrack: insights from people with visual impairments
title Inclusive advertising through the soundtrack: insights from people with visual impairments
spellingShingle Inclusive advertising through the soundtrack: insights from people with visual impairments
Palencia-Lefler Ors, Manuel
inclusive advertising
accessible advertising
visual impairment
audio description
Qualitative Data Analysis
Grounded theory
title_short Inclusive advertising through the soundtrack: insights from people with visual impairments
title_full Inclusive advertising through the soundtrack: insights from people with visual impairments
title_fullStr Inclusive advertising through the soundtrack: insights from people with visual impairments
title_full_unstemmed Inclusive advertising through the soundtrack: insights from people with visual impairments
title_sort Inclusive advertising through the soundtrack: insights from people with visual impairments
dc.creator.none.fl_str_mv Palencia-Lefler Ors, Manuel
author Palencia-Lefler Ors, Manuel
author_facet Palencia-Lefler Ors, Manuel
author_role author
dc.subject.none.fl_str_mv inclusive advertising
accessible advertising
visual impairment
audio description
Qualitative Data Analysis
Grounded theory
topic inclusive advertising
accessible advertising
visual impairment
audio description
Qualitative Data Analysis
Grounded theory
description Today’s audiovisual advertising is heard more than seen, as many viewers feel overloaded with visual information or engage in multitasking while viewing. The fact that many viewers are not watching the screen is a problem that should concern the entire advertising industry. Are there technological solutions that enable us to hear what we do not see? Audio description (AD) is an established option in the field of visual impairment, but is it the only option to make advertising accessible to people who are not looking at the images? This study considers these questions, applying a methodology based on Qualitative Data Analysis (QDA) and combining Grounded Theory and the focus group model as a data collection technique. Three focus groups ⎼two comprising people with a visual disability and the third made up of people without one explored the question of whether contemporary advertising has been drifting towards an exclusion of spectators with visual impairment. Participant responses were split between the view that commercials should incorporate AD but with clear improvements that take viewer opinion into account and the belief that advertising should return to its origins and make its soundtrack more explicit, perhaps rendering AD unnecessary.
publishDate 2023
dc.date.none.fl_str_mv 2023
2023
2023
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10230/56639
http://dx.doi.org/10.15581/003.36.2.67-81
url http://hdl.handle.net/10230/56639
http://dx.doi.org/10.15581/003.36.2.67-81
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Communication & Society. 2023;36(2):67-81.
dc.rights.none.fl_str_mv http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Universidad de Navarra
publisher.none.fl_str_mv Universidad de Navarra
dc.source.none.fl_str_mv reponame:Repositorio Digital de la UPF
instname:Universitat Pompeu Fabra
instname_str Universitat Pompeu Fabra
reponame_str Repositorio Digital de la UPF
collection Repositorio Digital de la UPF
repository.name.fl_str_mv
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