Audiovisual accessibility tools and the deaf community’s experience

Abstract

This study investigates the use of audiovisual accessibility tools, such as subtitles and Brazilian Sign Language (Libras), in commercials aimed at the deaf community, from the perspective of educommunication. With the goal of evaluating how these tools influence the comprehension and experience of this audience, a content analysis was conducted on recent advertising campaigns that included these resources. The results indicate that while some campaigns have made progress in including Libras and subtitles, many still use these tools in a limited or inadequate manner. The study highlights the need for a genuine commitment to accessibility, promoting inclusive and respectful communication for the deaf community.