![]() ![]() “He shakes off the mud and it gets all dirty again, and he’s singing Flash Gordon by Queen. “It’s about a dog in a clean white kitchen,” she recalls. But it was only when she was watching an ad for P&G’s Flash in 2016 that she realized the entire creative would be lost on the low vision population. Sumaira Latif, P&G’s company accessibility leader, has navigated the professional world without sight ever since retinitis pigmentosa rendered her blind before adulthood. Ignorance of the issue is ingrained in today’s TV ad industry – so much so that even those closest to the problem have not fully comprehended its repercussions until recently. Yet advertising has, up until now, largely ignored the needs of blind people, who cannot process a visual gag, a clever piece of cinematography or, in some cases, a brand’s totally silent logo reveal in the final shot. ![]() By law, American movie theaters must provide audio description headphone equipment to customers with limited sight, for instance, while the majority of Netflix’s catalog can be watched with supplemental narration switched on. It’s a group that has been catered to by Hollywood and TV studios for some time through a toggleable track that describes the content happening on-screen. If a company produced an audio description of its next ad for British TV, it would immediately reach an extra 2.2 million people – the community of legally blind or partially sighted consumers. The magic strategy does exist, and it lies in the economics of inclusion.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |