Audio description
TV spots
Or how to ensure universal access to TV commercials by reaching 1.7 million blind or visually impaired people in France.
Being proactive with your clients regarding audio description of TV commercials is meeting their expectations for more responsible communication.
75% of visually impaired individuals state that a brand that chooses to audio describe its advertising campaigns positively influences their perception of the brand.
WHAT ARE WE TALKING ABOUT?
We are referring to a voice that describes the scenes overlaid on the film (via an option on televisions). Audio description, if not considered during the creative conception, can be limited or excluded due to:
• Time constraints (minimum of 20 seconds) or creative ideas
• Excessive presence of off-screen voices
HERE’S THE EXPERIENCE OF A BLIND OR VISUALLY IMPAIRED PERSON WHEN A COMMERCIAL IS AUDIO DESCRIBED:
MATMUT >>
Advertising agencies that accept audio description as of January 2023:
M6 Publicité, TF1 Publicité (France TV Publicité and Canal+ expected to follow in 2023)
GO FURTHER
THE AUDIO DESCRIPTION GUIDE by ARCOM
This guide aims to establish the essential principles of quality audio description, provide evaluation tools for audio description, and highlight existing professional best practices in the field. It is intended for audiovisual media using audio description, as well as audio describers, audio description agencies, and any other stakeholders (production companies, associations, etc.) involved in or utilizing audio description.
ARPP GUIDE OF BEST PRACTICES FOR AUDIO DESCRIPTION IN ADVERTISINGde bonnes pratiques relatif à l’audiodescription des publicités