This study explored deaf students’ reactions and attitudes toward subtitled commercials. An interview survey was conducted among the targeted population. The results showed that subtitled commercials enhance visual attention with less increase of the required cognitive load and improve comprehension of advertisement contents, brand image, and corporate image; however, they have less effect on purchasing intention, especially for brand-oriented and expensive products. The expected efficacy of subtitled commercials is that they are an effective way to contribute to establishing barrier-free communication environments.
